Looks flavor-heavy: How packaging visual simplicity impacts anticipated flavor heaviness and indulgent consumption

Many consumers are seeking to moderate their intake of indulgent foods, yet subtle visual cues on packaging may shape how much they consume. This paper examines how visual simplicity in packaging can influence consumers to reduce their consumption of indulgent foods through anticipated flavor heaviness. Across five studies (N = 1142) utilizing an Implicit Association Test, an incentive-compatible behavioral study measuring actual consumption, and three online experiments, this work demonstrates that visually simple (vs. complex) packaging lowers anticipated flavor heaviness, which in turn reduces both consumption intentions and behavior. Study 1 revealed IAT-measured associations between visual simplicity and flavor lightness. Study 2 showed that simple packaging reduced purchase intentions, mediated by decreased anticipated flavor heaviness. Studies 3, 4, and 5 identified boundary conditions in that the effects were attenuated when health motivations became salient through slim body cues (Study 3), health-focused advertising (Study 4), or activated dieting goals (Study 5). Our work contributes to cross-modal correspondence research by identifying packaging visual simplicity as a cue that shapes anticipated flavor heaviness and, in turn, indulgent food consumption. The findings here offer actionable insights for food manufacturers, marketers, and policymakers in the food industry.