This study investigates how subtle visual cues related to the design of a product's package (i.e., label position) and the context (i.e., shelf orientation) influence consumer evaluation and behavioral intention. Extending research on metaphorical cues, Study 1 shows that consumers perceive a product as more powerful when the label on the package is placed in … Continue reading Verticality in product labels and shelves as a metaphorical cue to quality
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Effect of horizontality and verticality
Simonds (1983) connects horizontality in landscapes with a positive feeling that has a calming effect. Horizontality as a sign of the ‘good life’. While verticality of composition, goes mentally deeper and shows more suited for serious subjects.
cross-culture research
Osgood (1960) showed with his research that the difference between cultures was not as big as people thought. Participants from three different countries (and cultures) were asked to link emotions to form descriptive words (such as thick, thin, horizontal, vertical, up, down, etc …). It turned out that 90% percent of the links in all … Continue reading cross-culture research
Direction of impressionist and expressionist paintings
“They sought around with the eye and not in the mysterious depths of the mind.”