Product Design: Preference for Rounded versus Angular Design Elements


Correspondence regarding this article should be sent to: Steve Westerman, Institute of Psychological Sciences, University of Leeds, Leeds, LS2 9JT, UK (


Two experiments tested whether a general relative preference for objects with rounded rather than angular form (Bar & Neta, 2006, 2007) can be applied in the context of the design of consumer products. Images of product packaging—a chocolate product (Experiment 1) and water and bleach bottles (Experiment 2)—were manipulated with regard to the shape of both contour and graphics. There was a preference for rounded designs that extended to self-report purchase likelihood—with additive effects of contour and graphics shape that could not be accounted for by design typicality or perceived ease of use.