Classical aesthetics or expressive aesthetics: matching effect of image prettiness and autonomy of persuasive message in functional food packaging

Purpose Despite efforts by functional food companies to attract young consumers through innovative packaging design, commercial outcomes have been disappointing. This paper aims to investigate how matching image prettiness with the autonomy of persuasive messages in packaging influences young consumers’ purchase intention. Design/methodology/approach Two experimental studies are conducted in an offline lab. Study 1 investigates the matching effect between image prettiness (classical aesthetics vs. expressive aesthetics) and autonomy of a persuasive message (high vs. low) on purchase intention and the mediating role of perceived coolness. Study 2 examines the moderating role of construal level. Findings Study 1 proves that purchase intention increases when functional food packaging combines a classical aesthetics image with high autonomy of a persuasive message or expressive aesthetics image with low autonomy of a persuasive message. Meanwhile, perceived coolness plays a mediating role. Study 2 reveals that for young consumers with low-level construal, a classical aesthetics image combined with high autonomy of a persuasive message enhances perceived coolness and purchase intention, whereas for those with high-level construal, an expressive aesthetics image with low autonomy of a persuasive message achieves the same effect. Originality/value This study offers actionable insights for companies, enabling them to accurately target their products, enhance packaging communication, and ultimately gain a competitive advantage in the functional food market for young consumers.