Table 1 Experimental overview Study Food... | Emerald Publishing

Table 1

Experimental overview

Study	Food types	Retro packaging design	Non-retro packaging design
Experiment 1	Milk
Experiment 1	Milk	These are two brands of milk named “ClearDew”, which present retro and non- retro packaging styles, respectively. For decoration, the retro packaging design included small ornaments, while the non-retro design did not. For texture, both used glass bottles, but the retro design's label simulated a rough kraft paper texture to convey craftsmanship and authenticity, whereas the non-retro design's label used modern coated paper. For fonts, the two stimuli adopted different designs: the retro design used cursive, serif fonts with distorted upper and lower curves, while the non-retro design used non-cursive, sans-serif fonts, and the text remained horizontal to maintain realism
Experiment 2	Cheese
Experiment 2	Cheese	These are two brands of Cheese named “TIME-HONORED”, which present retro and non-retro packaging styles, respectively. Regarding packaging texture, the cheese in the retro packaging used an outermost layer with a kraft paper feel, featuring food-grade kraft paper as the base coated with food-grade paraffin low-density polyethylene (PE). The non-retro packaging used wax paper for the outermost layer, which was food-grade wood pulp base paper evenly coated on both sides with food-grade paraffin

Study	Food types	Retro packaging design	Non-retro packaging design
Experiment 1	Milk	A bottle of ClearDew fresh whole milk.A clear glass bottle with a silver cap containing ClearDew fresh whole milk. The label on the bottle is brown with white text. The text on the label reads 'Pure Taste, Simple Joy' at the top, 'ClearDew' in the middle, and 'Fresh Whole Milk' below the brand name. There is an illustration of a farmhouse and a tree on the label. The volume of the bottle is 550 milliliters, and the date '2026/2/10' is printed at the bottom of the label.	A bottle of ClearDew fresh whole milk with a label indicating pure taste and simple joy.A clear glass bottle of ClearDew fresh whole milk is shown. The label on the bottle reads 'Pure Taste, Simple Joy' and 'ClearDew' prominently. Below the brand name, it specifies 'Fresh Whole Milk' with an image of a barn and a landscape. The net volume is indicated as five hundred fifty milliliters, and the date '2026/2/10' is printed at the bottom of the label.
Experiment 1	Milk	These are two brands of milk named “ClearDew”, which present retro and non- retro packaging styles, respectively. For decoration, the retro packaging design included small ornaments, while the non-retro design did not. For texture, both used glass bottles, but the retro design's label simulated a rough kraft paper texture to convey craftsmanship and authenticity, whereas the non-retro design's label used modern coated paper. For fonts, the two stimuli adopted different designs: the retro design used cursive, serif fonts with distorted upper and lower curves, while the non-retro design used non-cursive, sans-serif fonts, and the text remained horizontal to maintain realism
Experiment 2	Cheese	A brown package of hand-crafted aged cheddar cheese.A brown package of hand-crafted aged cheddar cheese from Time-Honored Cheese Co. The package features an illustration of a piece of cheddar cheese with holes. The text on the package includes the company name, the type of cheese, and the net weight of 250 grams. The manufacturing date is also visible as 2026/3/1.	A package of hand-crafted aged cheddar cheese.A rectangular package of hand-crafted aged cheddar cheese. The package is light yellow in color. The label on the package reads 'TIME-HONORED CHEESI CO.' at the top, followed by 'Hand-Crafted Aged Cheddar' in the middle. Below this, it states 'NET WT 250g' and 'MFD: 2026/3/1'. There is an illustration of a piece of cheddar cheese with holes in it.
Experiment 2	Cheese	These are two brands of Cheese named “TIME-HONORED”, which present retro and non-retro packaging styles, respectively. Regarding packaging texture, the cheese in the retro packaging used an outermost layer with a kraft paper feel, featuring food-grade kraft paper as the base coated with food-grade paraffin low-density polyethylene (PE). The non-retro packaging used wax paper for the outermost layer, which was food-grade wood pulp base paper evenly coated on both sides with food-grade paraffin

Source(s): Authors’ own work