Use of packaging as a strategy to mislead consumers. An exploratory case applied to brands of convenience products

espanolCon el fin de representar algunas practicas que realizan las marcas y las empresas en el diseno grafico de sus empaques, las cuales pueden inducir a confusiones a los consumidores en el proceso de eleccion de marca, se ha desarrollado un estudio de naturaleza exploratoria con el apoyo de ocho casos de empaques de productos en los cuales se ilustra dicho fenomeno. Dicho proceso de decision y eleccion ha sido explicado a la luz de la teoria del procesamiento de informacion desde la perspectiva cognitiva de consumo (Manzuoli, 2005; Maletta, 2010), destacando el papel central de la percepcion del consumidor (Braidot, 2009) y caracteristicas del diseno de empaques (Calver, 2004; Costa, 2004). Se demuestra a traves del registro fotografico como algunas marcas comparten elementos de estimulacion sensorial visual que inducen a confusion en la eleccion de marcas en el punto de venta. EnglishAn exploratory study has been developed in order to represent some practices performed by brands and businesses in the graphic design of their packaging , which may lead to confusion for consumers in the brand choice process, The study is supported by eight cases of product packaging in which this phenomenon is illustrated. This decision and selection process has been explained in the light of the theory of information processing from the cognitive perspective of consumption (Manzuoli , 2005; Maletta , 2010 ), highlighting the central role of consumer perceptions ( Braidot , 2009) and packaging design features (Calver , 2004; Costa , 2004). We show through a photographic record how brands share some visual elements of sensory stimulation which may induce confusion in choosing brands at the sale point.