Transparent product packaging heightens our sense of ownership

Brands and retailers could increase their sales by simply using more transparent packaging for desirable items, according to new research co-authored by Bayes Business School at the University of London, and the Vienna University of Economics and Business. 

The findings emphasise that visibility of a product is one of several factors influencing purchasing decisions – with transparent windows or cut-outs in packaging creating greater psychological affinity for shoppers where a product is visually appealing and when the buyer is purchasing for themselves. 

Among the findings, published in the International Journal of Research in Marketing: 

Consumers prefer transparent windows for products before considering packaging colour or brand labelling. When presented with an image containing one red and one blue pack of cookies, randomly assigned so that one had a transparent window and the other did not, participants were more likely to choose transparent variations of both. Similarly, when presented with two identical gold pouches of gummy bears with different brand labelling, again with either one or the other containing a transparent window, participants favoured transparent packaging. 

Transparent packaging is favoured even if visual inspection is not required. Participants were asked if they would select a pictured transparent or opaque pack of a commodity item with little visual information – ground cinnamon. Even when the package content was not visually informative, participants still preferred transparent packaging, albeit to a lesser extent than for treats or cravings. 

Transparency heightens a psychological sense of ownership. When presented with an image of an identical mug in either concealed or partially cut-out packaging, participants indicated both greater purchase intention and sense of perceived ownership for the cutout version. 

It is this psychological ownership, and not the attractiveness or informativity of packaging, that drives purchase intentions. Each participant was shown a pack of muesli either with or without a transparent window, and rated their intention to purchase, attractiveness, knowledge of the product and sense of ownership for the product. Although transparent windows were reported to be more attractive and provide greater information on the product, only psychological ownership was a significant factor in participants’ indicative intention to purchase. 

Psychological ownership is higher when products are visually desirable. When given one of four pictures of either transparent or opaque packaging for trail mix or vegetable stew, transparent packaging increased the feeling of psychological ownership of the mix but not the stew, suggesting transparent packaging does not increase purchase intention for visually unappealing products. 

Psychological ownership is also higher when purchased for ourselves. Using images of the same cookie packs from the first study, participants were asked to either choose a pack for themselves or for somebody else. Transparent packaging influenced their decision-making when it was for themselves, but not for others. 

Findings from the research suggest transparent packaging breaks down barriers between consumer and product, enforcing our desire for ownership. Comments Professor Zachary Estes of Bayes Business School: “Our research offers a valuable opportunity for the retail sector, [with] insights into how consumers build emotional connections with products.” 

You can find out more about the research here.