Less is more? Package design simplicity and brand perception. An application to champagne labels

This article investigates the impact of the package design complexity on brand perception. 3 Champagne labels, representative of 3 graphic design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic designs in order to manipulate the level of simplicity/complexity of the package design. The results allow the verification of different proposals from the literature. They demonstrate a significant impact of the package design\u27s level of simplicity on brand perception as well as on consumer\u27s buying choices. Is using ornaments still a crime? Package design complexity and brand perception with application to Champagne labels (PDF Download Available). Available from: https://www.researchgate.net/publication/318012343_Is_using_ornaments_st... [accessed Feb 22 2018]

Is Using Ornaments Still a Crime? Package Design Complexity and Brand Perception with Application to Champagne Labels

This article investigates the impact of the package design complexity on brand perception. This variable is particularly interesting because it is a choice which must be done by each brand manager no matter the product category. The packaging has been studied in many ways, and we already know its importance. A lot of existing researches are focused on the importance of its shape, its colours or its letter type. But only few studies have been done about the impact of the stylistic choice between simple and complex design on the brand perception. Furthermore, the consumer behaviour and design research both agree that the degree of simplicity of the packaging design has a significant impact on consumer’s attitudes towards a brand. In the case of this study, we defined two overall stylistic trends which come from the art literature: simple design versus overloaded design. In order to study the impact of the complexity degree, we created three labels: two representing the previously exposed styles and another one to study the relevance of a medium-loaded design. These labels were created in partnership with a printing company, present in Champagne since 1910. The three labels have the same text but different graphic designs in order to vary the degree of simplicity/complexity of the packaging observed on the market. Then, they were tested among 305 consumers according to a between-subjects experiment. The results allow the verification of different proposals from the literature: previous researches show that a simple design communicates an authentic and honest value which is also demonstrated in our study as the bottle with the simplest design is perceived as the most successful. Also, the bottle with an overloaded design is perceived as cheerful, imaginative and feminine as demonstrated by previous researches. This study demonstrates a significant impact of the package design’s level of simplicity on the brand perception as well as on consumer’s buying choices

L’ornement est-il toujours un crime ? Simplicité du design du packaging et perception de la marque. Une application aux étiquettes de champagne

This article investigates the impact of the package design complexity on the brand perception. 3 Champagne labels, representative of 3 graphic design styles observed on the market, were created and then tested among 305 consumers according to a between-subjects experiment. These 3 labels contain the same text but different graphic designs in order to manipulate the level of simplicity/complexity of the package design. The results allow to verify different proposals from the literature. They demonstrate a significant impact of the package design level of simplicity on the brand perception as well as on the buying choices made by the consumer

Cellular localisation of VvRops and VvRabA5e, small GTPases developmentally regulated in grape berries

VvRops, in particular VvRop9, and VvRabA5e are small GTPases which are developmentally regulated in grape berries. In an attempt to help elucidate the role of these proteins during fruit development and ripening, we investigated their localisation in the fruit by immunocytofluorescence. These proteins were observed at a perinuclear location, at cell periphery and around vesicles. In particular VvRops were found to be located in the nucleus and likely on the plasma membrane. VvRop9 and VvRabA5e cDNAs were introduced separately into S. cerevisiae mutants with RHO1 and YPT31/YPT32 defective genes respectively. Neither cDNAs could complement these temperature-sensitive mutants, suggesting that the functions of the VvRop9 and VvRabA5e genes in grapevine likely differ from the functions of RHO1 and YPT31/YPT32 genes in yeast.

Rapid evolution of microbe-mediated protection against pathogens in a worm host.

Microbes can defend their host against virulent infections, but direct evidence for the adaptive origin of microbe-mediated protection is lacking. Using experimental evolution of a novel, tripartite interaction, we demonstrate that mildly pathogenic bacteria (Enterococcus faecalis) living in worms (Caenorhabditis elegans) rapidly evolved to defend their animal hosts against infection by a more virulent pathogen (Staphylococcus aureus), crossing the parasitism-mutualism continuum. Host protection evolved in all six, independently selected populations in response to within-host bacterial interactions and without direct selection for host health. Microbe-mediated protection was also effective against a broad spectrum of pathogenic S. aureus isolates. Genomic analysis implied that the mechanistic basis for E. faecalis-mediated protection was through increased production of antimicrobial superoxide, which was confirmed by biochemical assays. Our results indicate that microbes living within a host may make the evolutionary transition to mutualism in response to pathogen attack, and that microbiome evolution warrants consideration as a driver of infection outcome

Modelling the COVID-19 pandemic in context : An international participatory approach

Funding RA is funded by the Bill and Melinda Gates Foundation (OPP1193472). LW is funded by the Li Ka Shing Foundation. CF is funded by grant #2017/26770-8, São Paulo Research Foundation (FAPESP). The CoMo Consortium has support from the Oxford University COVID-19 Research Response Fund (ref: 0009280). Scientific writing assistance and editorial support was provided by Adam Bodley, according to Good Publication Practice guidelines.Peer reviewedPublisher PD

Potential health and economic impacts of dexamethasone treatment for patients with COVID-19

Acknowledgements We thank all members of the COVID-19 International Modelling Consortium and their collaborative partners. This work was supported by the COVID-19 Research Response Fund, managed by the Medical Sciences Division, University of Oxford. L.J.W. is supported by the Li Ka Shing Foundation. R.A. acknowledges funding from the Bill and Melinda Gates Foundation (OPP1193472).Peer reviewedPublisher PD

Dissecting cause and effect in host-microbiome interactions using the combined worm-bug model system

High-throughput molecular studies are greatly advancing our knowledge of the human microbiome and its specific role in governing health and disease states. A myriad of ongoing studies aim at identifying links between microbial community disequilibria (dysbiosis) and human diseases. However, due to the inherent complexity and heterogeneity of the human microbiome we need robust experimental models that allow the systematic manipulation of variables to test the multitude of hypotheses arisen from large-scale ‘meta-omic’ projects. The nematode C. elegans combined with bacterial models offers an avenue to dissect cause and effect in host-microbiome interactions. This combined model allows the genetic manipulation of both host and microbial genetics and the use of a variety of tools, to identify pathways affecting host health. A number of recent high impact studies have used C. elegans to identify microbial pathways affecting ageing and longevity, demonstrating the power of the combined C. elegans-bacterial model. Here I will review the current state of the field, what we have learned from using C. elegans to study gut microbiome and host interactions, and the potential of using this model system in the future