Co-Creation with Consumers for Packaging Design Validated through Implicit and Explicit Methods: Exploratory Effect of Visual and Textual Attributes
Visualitza/Obre
Data de publicació
2022-04-19ISSN
2304-8158
Resum
Packaging is no longer a mere structural element that only aims to preserve foods, but it is
also a powerful marketing tool able to affect product perception, purchase decision and consumers’
food choices. Incorporating consumers’ voices into packaging design through co-creation could
maximise its impact on the market. The main goal of this exploratory study was to test the usefulness
of co-creation with consumers for packaging design. For that purpose, a survey with 200 Spanish
participants was conducted to find out which of the presented visual and textual packaging attributes
were the most appropriate. A validation study with 40 participants using implicit (eye tracker,
galvanic skin response and automatic facial expression analysis) and explicit measurements was
used to test the packaging co-created by consumers against some of its possible competitors in the
market. The co-creation process with consumers allowed for the identification of the visual and
textual attributes, among the available options, that best fit their preferences, whereas the validation
process confirmed that the packaging design co-created by consumers was equally or even preferred
over the competitors. The information gathered might help designers and marketers to guide the
packaging design for fish products in the Spanish market.
Tipus de document
Article
Versió del document
Versió publicada
Llengua
English
Matèries (CDU)
663/664 - Aliments i nutrició. Enologia. Olis. Greixos
Pàgines
22
Publicat per
MDPI
Publicat a
Foods
Citació
López-Mas, Laura, Anna Claret, Alejandra Bermúdez, Mar Llauger, and Luis Guerrero. 2022. "Co-Creation With Consumers For Packaging Design Validated Through Implicit And Explicit Methods: Exploratory Effect Of Visual And Textual Attributes". Foods 11 (9): 1183. doi:10.3390/foods11091183.
Número de l'acord de la subvenció
EC/H2020/727315/EU/Mediterranean Aquaculture Integrated Development/MedAID
Programa
Qualitat i Tecnologia Alimentària
Funcionalitat i Seguretat Alimentària
Aquest element apareix en la col·lecció o col·leccions següent(s)
- ARTICLES CIENTÍFICS [2811]
Excepte que s'indiqui una altra cosa, la llicència de l'ítem es descriu com http://creativecommons.org/licenses/by/4.0/