HOW FOOD PACKAGING DESIGN INFLUENCES CONSUMER TASTE
- It is rare to experience one form of sensory input to the exclusion of the others.
- The use of multiple senses is how humans learn to navigate the world from early childhood, and does not go away because we become educated and use rational thinking more frequently.
- Food packaging design occupies an unusual place in the sensory appeal game.
- Studies show that peoples perceptions of food packaging affect how they perceive the product within. An example is Cocacola when they had consumers complaining they changed their recipe when they used white cans to push a fundraiser for polar bears, even though they hadn't changed anything but the packaging.
The Nostalgia Factor
- Emotions always come into play when people make choices.
- The packaging that a favourite treat once used at christmas or other special times in your childhood can be enough to cause you to choose a package off the self.
- It is hard for people to resist if they had a positive connection to that brand at one time.
The vessel you drink from influences taste perception
- Two studies have shown that peoples perception of beverage taste is influenced by the shape of the container from which they drink it. - cocacola tastes 'better' from a traditional cola bottle, over a glass or plastic bottle.
Tactile surface patterns affect how well you like a product
- Brand differentiation extends to how product packaging feels to the touch as well. In book selling, velvet feel book covers have tactile appeal, and in a competitive sector where differentiation from competitors can be a fierce battle, this can make a substantial difference to sales.
http://www.pkgbranding.com/blog/how-food-packaging-design-influences-consumer-taste
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