Table 3 Qualities used by Philip Morris and RJ Reynolds to rate cigarette packages according to appearance and functionality [19, 45–47]
From: Cigarette package design: opportunities for disease prevention
| Â | Appearance |
|---|---|
Rich looking/smart/elegant | Liked the colors |
Different | Simple/neat |
Looks cold/refreshing/clean | Eye-catching/bold |
Bright | Attractive |
Happy | Modern and up-to-date |
Ordinary | Plain |
Similar to others | Cheap looking |
Dull/drab | Unattractive |
Messy/chopped up/gaudy/cluttered | Â |
| Â | Functionality |
Was easier to open | Did a better job keeping tobacco out of your pocket or purse |
Was easier to close | Did a better job of keeping cigarettes from spilling out |
Protected the cigarettes better | Did a better job of keeping cigarettes fresh |
Was more pleasing to look at | Did a better job of keeping cigarettes from being crushed |
Felt more comfortable in your hand | Was more different from other cigarette packages |
Fit better in your pocket or purse | Â |