Maintain the Full Shape of Your Package

Packages with missing sections feel smaller.

Customers believe that they contain less volume:

We show that people prefer completely shaped items because they perceive them to have more quantity than incompletely formed items of equal size, thus evoking a greater likelihood of purchase (Sevilla & Kahn, 2014, p. 9).

In one of their studies, MBA students preferred fully circular sandwiches, compared to semicircular (but larger) sandwiches of the same size.

This effect also happened with a detergent bottle that contained an empty gap for a handle.

How to Apply

• Add an Attached Handle. A separate attachment maintains the full shape.

• Sevilla, J., & Kahn, B. E. (2014). The completeness heuristic: Product shape completeness influences size perceptions, preference, and consumption. Journal of Marketing Research, 51(1), 57-68.