Consumer Behavior

Glossy or Matt? When it is a package of attractive enhancing products

  • Su Min Kim
  • Kyu-Hye Lee (Hanyang University)
  • Eunsoo Baek (hanyang university)


  This research investigates the impact of packaging aesthetics on consumer attitudes, focusing on glossy versus matte finishes in the context of attractiveness-enhancement and problem-solving products. It revealed that glossy packaging enhances the perceived appeal of attractiveness-enhancement products, while matte packaging is associated with positive attitudes toward problem-solving products. The study employed a 2x2 between-subjects design and confirmed the moderating effect of product type. Glossy packaging was perceived as more favorable for attractiveness-enhancement, whereas matte packaging garnered a more positive response for problem-solving products. The findings suggest marketers can strategically use packaging gloss to influence consumer perceptions. The study proposes future exploration of package gloss effects across diverse product categories and consideration of other visual elements' interactions in packaging. Understanding these dynamics could contribute to more effective marketing strategies and a deeper understanding of consumer behavior.

Keywords: glossy & matt, product packaging, visual finish, problem-solving, attractiveness-enhancement

How to Cite:

Kim, S., Lee, K. & Baek, E., (2024) “Glossy or Matt? When it is a package of attractive enhancing products”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
26 Jan 2024
Peer Reviewed