LAUSR

This study investigates the influences of the packaging design of not from concentrate (NFC) orange juice on consumer sensory preferences and purchase intention. We conducted a laboratory experiment with eighty-one individuals, combining physiological measurements (eye-tracking to assess attention levels) and sensory evaluation (tasting and rating their overall satisfaction with the taste). Participants evaluated different bottles featuring three design elements (transparency, color, label) but with the same juice inside. In line with the literature on the design of packaging, we show that the position of the transparency, color, and text label consistently alters consumer attention levels and sensory preferences for NFC orange juice. We believe that such findings may guide brand managers and product designers to create more appealing beverage packaging to optimize potential market success.