Wang, Chen, Ma, and Jiang found that simpler packaging is perceived to be more environmentally responsible; it is likely that their findings can be applied more broadly. The researchers report that “the visual complexity of packaging directly or indirectly (through perceptions of naturalness and durability) affects the eco-friendliness perception of products. Furthermore, under high environmental threats, consumers exhibit a stronger eco-friendly perception and purchase intention towards products with simple packaging.” As the title of the article indicates, “simpler is greener.”
Xiaoxuan Wang, Jiaqi Chen, Chenya Ma, and Yushi Jiang. “Simpler is Greener: The Impact of Packaging Visual Complexity on Products’ Eco-Friendliness Perception.” Psychology and Marketing, in press, https://doi.org/10.1002/mar.22096