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THE EFFECTIVENESS OF JUICE BOX GRAPHIC DESIGN SOLUTION INCONGRUENT WITH CONSUMER MEMORY SCHEMA Uroš Nedeljković, Irma Puškarević, Ivan Pinćjer Sažetak Abstract Graphic design solutions that are congruent with conventions of the consumer memory can initiate information processing in accordance with a schema, that is unconventional solutions can activate the processing of schema-incongruent information. Th is paper argues the eff ectiveness of unconventional graphic design solutions for a juice box packaging in relation to conventional solutions which are present daily in our surroundings. Th e experiment was designed to exemplify emotional response diff erences to conventional and unconventional graphic design solutions which can either activate congruent or incongruent information processing. Based on Mandler’s fi ndings we hypothesize that moderately incongruent schema initiated by unconventional graphic design solution for packaging will lead to more positive emotional response contrasting with a response initiated after information processing to schemecongruent solution. Our fi ndings confi rm the hypothesis. KEY WORDS: GRAPHIC DESIGN, PACKAGING, EMOTIONAL RESPONSE, SCHEMA-CONGRUITY |