Packaging that says health

New member-funded research will investigate how packaging design can be effectively utilised to communicate product health benefits and enhance consumers' healthy food experience and enjoyment.

Our previous research has revealed associations between packaging design elements (e.g. colour, graphics and shape) and expected product sensory characteristics (taste and flavour), and demonstrated the impact of packaging designs on consumers' liking and perceptions of product attributes. In this project, we will explore how consumers associate a number of design elements, e.g. colour, shape, images, with the perceived 'healthiness' of the product. Outcomes from the research will provide general guidance on various packaging design elements and the likelihood of consumers perceiving them as being healthy.

Contact: Sarah Thomas
+44(0)1386 842254
sarah.thomas@campdenbri.co.uk