See-through packaging increases desire for ownersip, new research finds

New study shows see-through or cut-out product packaging on a shelf drives desire for ownership

City St George’s, University of London

Facebook

XLinkedInWeChatBluesky
Email

 

image: 

Sample opaque cookie pack

view more 

Credit: Dr Eva Marckhgott, Professor Bernadette Kamleitner and Professor Zachary Estes (2026)

Transparent packaging could give shoppers more than they had bargained for, according to new research co-authored by Bayes Business School (City St George's, University of London) and Vienna University of Economics and Business, which suggests seeing a product increases the psychological desire to own it.

Customers rely on many cues when choosing a product to purchase, including brand name, convenience, price, size and item description. The research shows that visibility of a product also influences purchasing decisions.

Findings were consistent in seven studies and more than 2,000 participants, with a range of product categories and availability of product information. The research is summarised in a video explainer, with results showing that consumers prefer transparency regardless of:

• Packaging colour or brand labelling. Participants chose transparent variations of both red and blue packaging of cookies when randomly presented with a transparent and opaque version of each. Similarly, when presented with a combination of two different brands of gummy bear pouches, participants favoured transparently packaged versions of both over obscured packets.
• Product informativity and attractiveness. Even when content is not visually informative, participants still selected transparent over covered-up jars of ground cinnamon, a commodity product.
• Type of transparency. Cut-out versions of packaging for material items carry the same effects as transparent packaging. Participants reported greater purchase intention and feeling of ownership towards a mug in a cut-out card box than an identical, fully concealed one.

However, when participants rated the attractiveness, product knowledge, intention to purchase and feeling of ownership for either a see-through or concealed pack of muesli, only their sense of owning the product was a significant driver of purchase intent. Further studies also showed the advantages of transparent packaging to be weaker when the product is visually unappealing, or if shoppers are not purchasing a product for themselves.

Findings from the research suggest transparent packaging breaks down barriers between consumer and product, enforcing desire for ownership.

Zachary Estes, Professor of Marketing at Bayes Business School, said:

“Our research offers a valuable opportunity for the retail sector and insights into how consumers build emotional connections with products.

“Over seven independent studies, we show how items in transparent rather than opaque packaging affect choices and intention to buy a variety of food and non-food products, with various packaging materials and window types.

“Despite this, so many of the most enticing products we see online or in-store are in opaque packaging, thereby limiting the opportunity they have to draw additional emotional desire from customers and motivation for ownership.

“Our findings therefore create a new dimension for retailers and marketers when considering the most appropriate and revenue-driving packaging for their products.”

‘A window of opportunity: transparent packaging affects product preference via psychological ownership’ by Dr Eva Marckhgott, Professor Bernadette Kamleitner and Professor Zachary Estes is published in the International Journal of Research in Marketing. 

ENDS

Notes to Editors

1. The total number of participants was 2,157.
2. A pre-analysis of 867 stock-keeping units of nuts, trail mix and seeds for Kroger’s, the online shop in the United States, found that 62% of items were in fully opaque packaging, with 25% containing a transparent window and 13% in fully transparent packaging.

---

Journal

International Journal of Marketing

Method of Research

Experimental study

Subject of Research

People

Article Title

A window of opportunity: transparent packaging affects product preference via psychological ownership

Article Publication Date

20-May-2026

 

Sample blue transparent cookie pack

 

Candy transparent window

Opaque jar of nuts (IMAGE)

City St George’s, University of London

FacebookXLinkedInWeChatBlueskyMessageWhatsAppEmail

 

Opaque jar of nuts

Transparent jar of stew (IMAGE)

City St George’s, University of London

FacebookXLinkedInWeChatBlueskyMessageWhatsAppEmail

 

Transparent jar of stew

Transparent jar of nuts (IMAGE)

City St George’s, University of London

FacebookXLinkedInWeChatBlueskyMessageWhatsAppEmail

 

Transparent jar of nuts

Credit

Dr Eva Marckhgott, Professor Bernadette Kamleitner and Professor Zachary Estes (2026)