Abstract
In marketing, the need to make products’ packages as much attractive as possible is generally acknowledged as one of the leading assets. However, art designers also aim to surprise people and often break previous assumptions. In 2020, Kunel Gaur has produced a series of “dystopian” images of globally famous brands, by following the principles of minimal design. Although the images clearly contrasted biological principles, they obtained positive to enthusiastic comments from other designers. The present work is aimed at evaluating whether designers’ judgement is congruent to other people’s perception. Participants were recruited among students in three university faculties to represent these perspectives: designers, marketers and common customers. They compared 50 images produced by the artist. The results showed that designers were more likely to prefer the innovative design and the traditional packaging, while the other two groups appreciated the traditional packaging. Education in a certain domain emerged as significant effect for design skills only, indicating that this skill depends on learning, while both people’s preference and field of study may be influenced by common personal factors, not dependent on learning. Although these findings may not be generalized, they show that the perception of innovative product packaging in designers is different from other perspectives.