Innovation in the design of products has become an important competitive tool of success in the market for many firms (see the virtual issue on Design Innovation in the Journal of Product Innovation Management [2020]). A few firms have had success in the market by adopting innovative designs. But not all innovative designs give success to firms. This research focuses on package design as an important marketing tool of innovation, influencing consumer responses to products. When designing packaging, firms typically follow category-based visual codes, but they can adopt an innovative design that deviates from the codes, producing atypical package designs. This research shows that the effectiveness of atypical package design depends on product category prestige. Consumers respond to signals about product quality, such as package design, when they believe the signals are credible. When a product category is prestigious, consumers perceive package design as a diagnostic signal. Consumers are more likely to infer high product performance from an atypical package design and choose that product. We compare three dimensions of product design (aesthetics, functionality, and symbolism) to reveal that functionality is the reason why consumers prefer an atypical package design in a prestigious category. A series of studies show that the preference for atypical package design becomes stronger when consumers are choosing products in a prestigious category than in a standard category. The preference for atypical package design is attenuated when other information related to performance is provided, even when the aesthetics and symbolism of atypical package design do not change.

中文翻译：

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非典型包装设计和产品类别声望

产品设计的创新已成为许多公司在市场上取得成功的重要竞争工具（参见产品创新管理杂志上关于设计创新的虚拟问题[2020]）。一些公司通过采用创新设计在市场上取得了成功。但并非所有创新设计都能为公司带来成功。本研究侧重于包装设计作为创新的重要营销工具，影响消费者对产品的反应。在设计包装时，公司通常遵循基于类别的视觉代码，但他们可以采用偏离代码的创新设计，产生非典型的包装设计。这项研究表明，非典型包装设计的有效性取决于产品类别的声望。当消费者认为有关产品质量的信号（例如包装设计）可信时，他们会对这些信号做出反应。当产品类别享有盛誉时，消费者会将包装设计视为诊断信号。消费者更有可能从非典型的包装设计中推断出高产品性能并选择该产品。我们比较了产品设计的三个维度（美学、功能性和象征性），以揭示功能性是消费者喜欢享有盛誉的类别中的非典型包装设计的原因。一系列研究表明，当消费者选择享有盛誉的类别的产品而不是标准类别的产品时，对非典型包装设计的偏好会变得更强。当提供与性能相关的其他信息时，即使非典型包装设计的美学和象征意义没有改变，对非典型包装设计的偏好也会减弱。和象征主义）以揭示功能性是消费者喜欢享有盛誉的类别中的非典型包装设计的原因。一系列研究表明，当消费者选择享有盛誉的类别的产品而不是标准类别的产品时，对非典型包装设计的偏好会变得更强。当提供与性能相关的其他信息时，即使非典型包装设计的美学和象征意义没有改变，对非典型包装设计的偏好也会减弱。和象征主义）以揭示功能性是消费者喜欢享有盛誉的类别中的非典型包装设计的原因。一系列研究表明，当消费者选择享有盛誉的类别的产品而不是标准类别的产品时，对非典型包装设计的偏好会变得更强。当提供与性能相关的其他信息时，即使非典型包装设计的美学和象征意义没有改变，对非典型包装设计的偏好也会减弱。