Scientific interest in understanding how packaging imagery influences consumer perception and response has increased in the last decade. Research show that the attributes of what is depicted on imagery anchor consumers’ judgements, affecting how the product within is evaluated and perceived, and that consumers interpret the symbolic attributes of imagery according to their grounded bodily experience with the physical world. In addition, recent advances show that the meaning inferred from ambiguous images can be modulated by manipulating some of the images’ features, and that imagery can play a relevant role in terms of modulating consumption and promoting health choices. The practical implications of these findings are discussed.

在过去的十年中，人们越来越了解了解包装图像如何影响消费者的感知和反应的科学兴趣。研究表明，图像上描述的属性会影响消费者的判断，从而影响评估和感知其中产品的方式，并且消费者会根据其对实体世界的身体经验来解释图像的象征性属性。另外，最近的进展表明，可以通过操纵某些图像的特征来调整从模糊图像中推断出的含义，并且图像可以在调节消费和促进健康选择方面发挥相关作用。讨论了这些发现的实际含义。