The verbal and visual components of package design

TLDR

At point of sale, 73 % of purchase decisions are made rapidly, and research shows that verbal cues are better processed when placed on the right side while pictorial cues are better processed on the left, reflecting hemispheric specialization. The study aims to test whether positioning words on the right and pictures on the left of packaging maximizes recall. The authors used a tachistoscope to present packaging images briefly and measured recall differences. Results confirm that placing words on the right and pictures on the left improves recall, supporting the proposed asymmetry.

Abstract

It is estimated that 73 percent of purchase decisions are made at point of sale. In scanning packs at point of sale, perception is rapid, and quick recognition is important for inclusion in the decision process. Under conditions of rapid perception, there is an advantage for verbal stimuli perceived from the right‐hand side, and for non‐verbal stimuli perceived from the left‐hand side. This advantage probably derives from the laterality of the brain, with word processing generally being handled by the left hemisphere, while the right hemisphere generally processes pictorial matter. This asymmetry of perception implies that to maximise recall, words should be on the right‐hand sides of packs, pictures should be on the left. We tested this, using a tachistoscope to measure difference in recall. The results confirm the asymmetry of perception of elements of packaging.