Implicit communication of food product healthfulness through package design: A content analysis

Alexandra Festila · Polymeros Chrysochou

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Consumer Packaging Perceptions and Trends Environmental Sustainability in Business Consumer Attitudes and Food Labeling

Abstract

Abstract How do food companies use package design to communicate healthfulness? The present study addresses this question by investigating the most typical implicit package design elements used by food companies for their health‐positioned food products. Using a content analysis on the packaging design of 12 food product categories across two countries (Denmark and the United States), our findings indicate that (a) implicit package design elements (colors, imagery, material, and shape) differ between health‐positioned and regular products, and (b) these differences are product category specific rather than universal. Our results contribute to knowledge on how package design is used as a health communication tool.

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References

2005Three Approaches to Qualitative Content Analysis 1995Seeking the Ideal Form: Product Design and Consumer Response 1991Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity 2007The importance of packaging attributes: a conjoint analysis approach 2008Holistic Package Design and Consumer Brand Impressions 1989The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping 2017Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations 2003The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience

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2019Without words: the effects of packaging imagery on consumer perception and response 2021An exploratory study using graphic design to communicate consumer benefits on food packaging 2021Healthy-Angular, unhealthy-circular: Effects of the fit between shapes and healthiness on consumer food preferences 2019Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model

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