Out with the… new and in with the old? Investigating the relationship between visually cohesive portfolios and consumer liking
(A2023-114196)

AUTHORS

Ella Ward, Ehrenberg-Bass Institute, University of South Australia; Jenni Romaniuk, Ehrenberg-Bass Institute; Giang Trinh, Ehrenberg-Bass Institute University of South Australia; Beal Virginia, Ehrenberg-Bass Institute, University of South Australia; John Dawes, Ehrenberg-Bass Institute

ABSTRACT

To communicate a strong identity, a branded portfolio should appear visually cohesive, such that all products are connected through consistent use of logos, colours and design. Yet it is commonplace for marketers to design line extension packaging that intentionally juxtapose the Masterbrand in attempts to disrupt consumers and gain favour on-shelf. This research investigates the relationship between visual cohesion and consumer liking of a portfolio’s appearance. It applies a new measure, the Portfolio Branding Cohesion Metric, to explore effects of design typicality and novelty, as well as brand usage on liking. Results suggest no overarching relationship between visual cohesion and liking of a portfolio’s appearance, while preference for cohesion is seen in three of five categories examined. Findings also suggest that cohesion is preferred by brand users and does little to reduce the liking of a portfolio among non-users. Therefore, marketers should not be driven to create novel and disruptive packaging in hopes of gaining consumer preference. Instead, line extensions should be designed to protect the Masterbrand and build a strong brand identity.