The Experts below are selected from a list of 106200 Experts worldwide ranked by ideXlab platform
Gaëlle Pantin-sohier - One of the best experts on this subject based on the ideXlab platform.
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Is less more or a bore? Package Design simplicity and brand perception: an application to Champagne
Journal of retailing and consumer services, 2019Co-Authors: Manon Favier, Franck Celhay, Gaëlle Pantin-sohierAbstract:Packaging Design as a medium for brand communication has a strong impact on the point-of-purchase decision. Therefore, marketers need a keen understanding of how packaging Design influences brand perception. Although many studies have investigated the impact of Design elements like color or typeface, few have examined the impact of holistic variables like the degree of elaborateness. This study proposes to fill this gap by investigating the influence of the degree of simplicity/complexity in Package Design on brand perception. The topic is first investigated through a multidisciplinary approach mobilizing the fields of semiotics, art history and marketing. Then, we conduct an experiment in which three bottles of Champagne operationalizing three levels of simplicity/complexity are tested with a sample of 305 consumers. The results indicate that the simplicity/complexity of a Package Design has a significant impact on brand perception, with simplicity being associated with modernity, reliability, authenticity, success and sobriety and complexity with seniority, joy, imagination, charm, femininity and sophistication.
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Is Using Ornaments Still a Crime? Package Design Complexity and Brand Perception with Application to Champagne Labels
2017Co-Authors: Manon Favier, Franck Celhay, Gaëlle Pantin-sohier, Patricia Rossi, Nina KreyAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer's attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design's level of simplicity on the brand perception as well as on consumer's buying choices.
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Is using ornaments still a crime ? Package Design complexity and brand perception with application to champagne labels
2017Co-Authors: Manon Favier, Gaëlle Pantin-sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer’s attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design’s level of simplicity on the brand perception as well as on consumer’s buying choices.
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Less is more? Package Design simplicity and brand perception. An application to champagne labels
2017Co-Authors: Manon Favier, Gaëlle Pantin-sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. 3 Champagne labels, representative of 3 graphic Design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic Designs in order to manipulate the level of simplicity/complexity of the Package Design. The results allow the verification of different proposals from the literature. They demonstrate a significant impact of the Package Design's level of simplicity on brand perception as well as on consumer's buying choices. Is using ornaments still a crime? Package Design complexity and brand perception with application to Champagne labels (PDF Download Available). Available from: https://www.researchgate.net/publication/318012343_Is_using_ornaments_still_a_crime_Package_Design_complexity_and_brand_perception_with_application_to_Champagne_labels [accessed Feb 22 2018].
Manon Favier - One of the best experts on this subject based on the ideXlab platform.
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Is less more or a bore? Package Design simplicity and brand perception: an application to Champagne
Journal of retailing and consumer services, 2019Co-Authors: Manon Favier, Franck Celhay, Gaëlle Pantin-sohierAbstract:Packaging Design as a medium for brand communication has a strong impact on the point-of-purchase decision. Therefore, marketers need a keen understanding of how packaging Design influences brand perception. Although many studies have investigated the impact of Design elements like color or typeface, few have examined the impact of holistic variables like the degree of elaborateness. This study proposes to fill this gap by investigating the influence of the degree of simplicity/complexity in Package Design on brand perception. The topic is first investigated through a multidisciplinary approach mobilizing the fields of semiotics, art history and marketing. Then, we conduct an experiment in which three bottles of Champagne operationalizing three levels of simplicity/complexity are tested with a sample of 305 consumers. The results indicate that the simplicity/complexity of a Package Design has a significant impact on brand perception, with simplicity being associated with modernity, reliability, authenticity, success and sobriety and complexity with seniority, joy, imagination, charm, femininity and sophistication.
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Is Using Ornaments Still a Crime? Package Design Complexity and Brand Perception with Application to Champagne Labels: An Abstract
Marketing Transformation: Marketing Practice in an Ever Changing World, 2017Co-Authors: Manon Favier, Gaelle Pantin Sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer’s attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design’s level of simplicity on the brand perception as well as on consumer’s buying choices.
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Is Using Ornaments Still a Crime? Package Design Complexity and Brand Perception with Application to Champagne Labels
2017Co-Authors: Manon Favier, Franck Celhay, Gaëlle Pantin-sohier, Patricia Rossi, Nina KreyAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer's attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design's level of simplicity on the brand perception as well as on consumer's buying choices.
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Is using ornaments still a crime ? Package Design complexity and brand perception with application to champagne labels
2017Co-Authors: Manon Favier, Gaëlle Pantin-sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer’s attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design’s level of simplicity on the brand perception as well as on consumer’s buying choices.
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Less is more? Package Design simplicity and brand perception. An application to champagne labels
2017Co-Authors: Manon Favier, Gaëlle Pantin-sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. 3 Champagne labels, representative of 3 graphic Design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic Designs in order to manipulate the level of simplicity/complexity of the Package Design. The results allow the verification of different proposals from the literature. They demonstrate a significant impact of the Package Design's level of simplicity on brand perception as well as on consumer's buying choices. Is using ornaments still a crime? Package Design complexity and brand perception with application to Champagne labels (PDF Download Available). Available from: https://www.researchgate.net/publication/318012343_Is_using_ornaments_still_a_crime_Package_Design_complexity_and_brand_perception_with_application_to_Champagne_labels [accessed Feb 22 2018].
Franck Celhay - One of the best experts on this subject based on the ideXlab platform.
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Is less more or a bore? Package Design simplicity and brand perception: an application to Champagne
Journal of retailing and consumer services, 2019Co-Authors: Manon Favier, Franck Celhay, Gaëlle Pantin-sohierAbstract:Packaging Design as a medium for brand communication has a strong impact on the point-of-purchase decision. Therefore, marketers need a keen understanding of how packaging Design influences brand perception. Although many studies have investigated the impact of Design elements like color or typeface, few have examined the impact of holistic variables like the degree of elaborateness. This study proposes to fill this gap by investigating the influence of the degree of simplicity/complexity in Package Design on brand perception. The topic is first investigated through a multidisciplinary approach mobilizing the fields of semiotics, art history and marketing. Then, we conduct an experiment in which three bottles of Champagne operationalizing three levels of simplicity/complexity are tested with a sample of 305 consumers. The results indicate that the simplicity/complexity of a Package Design has a significant impact on brand perception, with simplicity being associated with modernity, reliability, authenticity, success and sobriety and complexity with seniority, joy, imagination, charm, femininity and sophistication.
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Is Using Ornaments Still a Crime? Package Design Complexity and Brand Perception with Application to Champagne Labels: An Abstract
Marketing Transformation: Marketing Practice in an Ever Changing World, 2017Co-Authors: Manon Favier, Gaelle Pantin Sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer’s attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design’s level of simplicity on the brand perception as well as on consumer’s buying choices.
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Is Using Ornaments Still a Crime? Package Design Complexity and Brand Perception with Application to Champagne Labels
2017Co-Authors: Manon Favier, Franck Celhay, Gaëlle Pantin-sohier, Patricia Rossi, Nina KreyAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer's attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design's level of simplicity on the brand perception as well as on consumer's buying choices.
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Is using ornaments still a crime ? Package Design complexity and brand perception with application to champagne labels
2017Co-Authors: Manon Favier, Gaëlle Pantin-sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex Design on the brand perception. Furthermore, the consumer behaviour and Design research both agree that the degree of simplicity of the packaging Design has a significant impact on consumer’s attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple Design versus overloaded Design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded Design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic Designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple Design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest Design is perceived as the most successful. Also, the bottle with an overloaded Design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the Package Design’s level of simplicity on the brand perception as well as on consumer’s buying choices.
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Less is more? Package Design simplicity and brand perception. An application to champagne labels
2017Co-Authors: Manon Favier, Gaëlle Pantin-sohier, Franck CelhayAbstract:This article investigates the impact of the Package Design complexity on brand perception. 3 Champagne labels, representative of 3 graphic Design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic Designs in order to manipulate the level of simplicity/complexity of the Package Design. The results allow the verification of different proposals from the literature. They demonstrate a significant impact of the Package Design's level of simplicity on brand perception as well as on consumer's buying choices. Is using ornaments still a crime? Package Design complexity and brand perception with application to Champagne labels (PDF Download Available). Available from: https://www.researchgate.net/publication/318012343_Is_using_ornaments_still_a_crime_Package_Design_complexity_and_brand_perception_with_application_to_Champagne_labels [accessed Feb 22 2018].
Fei Yang - One of the best experts on this subject based on the ideXlab platform.
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electrical performance advancement in sic power module Package Design with kelvin drain connection and low parasitic inductance
IEEE Journal of Emerging and Selected Topics in Power Electronics, 2019Co-Authors: Fei Yang, Zhiqiang Wang, Zhenxian Liang, Fei WangAbstract:Silicon carbide (SiC) power modules are promising for high-power applications because of the high breakdown voltage, high operation temperature, low ON-resistance, and fast switching speed. However, the large parasitic inductance in existing Package Designs results in compromised performance, i.e., long blanking time in the desaturation protection scheme and large overvoltage spikes during the switching transient. Consequently, the benefits of SiC devices are often not fully utilized in practical applications. This paper deals with these two issues and aims at improving the electrical performance of the existing SiC module Package. Specifically, a Package Design with Kelvin drain-to-source connection is first proposed to minimize the blanking time. More than 99% reduction of blanking time is achieved experimentally compared to the conventional Package Design. Second, a low parasitic inductance Package with double-side cooling is proposed to allow the fast switching speed of SiC devices without sacrificing the thermal performance. A power loop inductance of 1.63 nH is realized from Q3D simulation. Verified by the experiment, more than 60% reduction of power loop inductance is achieved in comparison to a previously Designed baseline module. At 0- $\Omega $ external gate resistance, the turn-off voltage spike is less than 9% of the dc-link voltage under the rated load condition.
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Understanding middle-point inductance's effect on switching transients for multi-chip SiC Package Design with P-cell/N-cell concept
2018 IEEE Applied Power Electronics Conference and Exposition (APEC), 2018Co-Authors: Fei Yang, Zhiqiang Jack Wang, Zheyu Zhang, Steven Campbell, Fred Wang, Madhu ChinthavaliAbstract:Middle-point inductance L middle can be introduced in power module Designs with P-cell/N-cell concept. In this paper, the effect of middle-point inductance on switching transients is analyzed first using frequency domain analysis. Then a dedicated multiple-chip power module is fabricated with the capability of varying L middle . Extensive switching tests are conducted to evaluate the device's switching performance at different values of L middle . Experiment result shows that the active MOSFET's turn-on loss will decrease at higher values of L middle while its turn-off loss will increase. Detailed analysis of this loss variation is presented. In addition to switching loss variation, it is also observed that different voltage stresses are imposed on the active switch and anti-parallel diode. Specifically, in the case of lower MOSFET's turn-off, the maximum voltage of lower MOSFET increases as L middle goes up; however, the peak voltage of anti-parallel diode decreases significantly. The analysis and experiment results will provide Design guidelines for multiple-chip power module Package Design with P-cell/N-cell concept.
Fei Wang - One of the best experts on this subject based on the ideXlab platform.
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electrical performance advancement in sic power module Package Design with kelvin drain connection and low parasitic inductance
IEEE Journal of Emerging and Selected Topics in Power Electronics, 2019Co-Authors: Fei Yang, Zhiqiang Wang, Zhenxian Liang, Fei WangAbstract:Silicon carbide (SiC) power modules are promising for high-power applications because of the high breakdown voltage, high operation temperature, low ON-resistance, and fast switching speed. However, the large parasitic inductance in existing Package Designs results in compromised performance, i.e., long blanking time in the desaturation protection scheme and large overvoltage spikes during the switching transient. Consequently, the benefits of SiC devices are often not fully utilized in practical applications. This paper deals with these two issues and aims at improving the electrical performance of the existing SiC module Package. Specifically, a Package Design with Kelvin drain-to-source connection is first proposed to minimize the blanking time. More than 99% reduction of blanking time is achieved experimentally compared to the conventional Package Design. Second, a low parasitic inductance Package with double-side cooling is proposed to allow the fast switching speed of SiC devices without sacrificing the thermal performance. A power loop inductance of 1.63 nH is realized from Q3D simulation. Verified by the experiment, more than 60% reduction of power loop inductance is achieved in comparison to a previously Designed baseline module. At 0- $\Omega $ external gate resistance, the turn-off voltage spike is less than 9% of the dc-link voltage under the rated load condition.
