Be a Shape-Shifter

Did you ever notice how many products or packages are rectangular? Think tissue box. Think cereal box. Think books. Think paper bags! The list is endless.



Apparently, there's a good reason for this focus on the rectangular: the shape appeals to most consumers. But do the size and actual dimensions of the rectangle matter as well? Recent research says yes, they do.

According to design standards, a rectangle's "golden ratio" is reached when the ratio of its long side to its short side is approximately 1.62. Designers use that golden ratio quite a bit.

But researchers have discovered that product preferences and purchasing intentions can change as the ratio of the rectangle is varied. The shape of the rectangle can actually influence purchasing decisions and product perceptions.

The mitigating factor at work here? It's often the relative seriousness of the context in which the product is used. The bigger the fun factor of a product, for instance, the more leeway you may have in its design.

So what's the logical conclusion for marketers? Don't apply a single design rule for rectangles across all product categories. Consider how the product will be used, then test some different dimensions.

The Po!nt: Be a shape-shifter. Pay attention to the shape of products and their packaging to attract consumer attention and approval.

Source: "Ratios In Proportion: What Should the Shape of the Package Be?" by Priva Raghubir and Eric A. Greenleaf. Journal of Marketing, 2006.