Table 5 Attributes used by Philip Morris to rate package designs according to implied product imagery [47, 49]
From: Cigarette package design: opportunities for disease prevention
Good taste | Low tar | Low nicotine |
|---|---|---|
More effective filter | More modern | Higher quality |
Costly | Smart | More improved |
Richer tobacco | Better flavor | Freshness |
Good value | A high quality cigarette | Smooth tasting cigarette |
More satisfying | Lower tar | Lighter tasting |
Stronger | Harsher | Milder |
Cooler | More refreshing | More menthol taste |