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Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating

Evidence demonstrates that food packaging attracts consumers to purchase and has the potential to nudge consumers towards healthy choices, including reducing portion size. However, food purchasing decisions are often automatic and packaging features may go unnoticed. Therefore, it is important to un...

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Autores principales: Chu, Ruiqi, Tang, Tang, Hetherington, Marion M.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: John Wiley and Sons Inc. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10092796/
https://www.ncbi.nlm.nih.gov/pubmed/36329606
http://dx.doi.org/10.1111/nbu.12588
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author Chu, Ruiqi
Tang, Tang
Hetherington, Marion M.
author_facet Chu, Ruiqi
Tang, Tang
Hetherington, Marion M.
author_sort Chu, Ruiqi
collection PubMed
description Evidence demonstrates that food packaging attracts consumers to purchase and has the potential to nudge consumers towards healthy choices, including reducing portion size. However, food purchasing decisions are often automatic and packaging features may go unnoticed. Therefore, it is important to understand what consumers identify as most salient about packaging: what they notice and why, and which elements might nudge consumers towards healthy options and smaller portions of high‐energy‐density foods. This study explored consumer perception of food packaging, investigated specific features associated with portion control and elicited design ideas to improve packaging for healthy eating and downsizing. A qualitative approach was adopted applying a participant‐driven photo‐elicitation (PDPE) task with in‐depth interviews. Participants were 25 adults living in the UK (aged 20–32 years; 17 females, 8 males, [Formula: see text] BMI = 23 kg/m(2)). Participants took photographs of 10 food packages according to salience (n = 5) and portion control (n = 5). These were uploaded to a secure site and then discussed at the interview, which was transcribed and analysed. The salience of packaging was described in terms of trust building, stimulating appetite and relating to self‐identity, whereas for portion control, themes included structural reminders, healthy prompts and portion awareness. Packaging can be designed to make health value or serving size more salient by prompting portion control and increasing the attractiveness of packaging. While food purchase decisions happen with little deliberation, when probed, consumers provide useful insights for packaging design to assist portion control.
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spelling pubmed-100927962023-04-13 Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating Chu, Ruiqi Tang, Tang Hetherington, Marion M. Nutr Bull Original Research Evidence demonstrates that food packaging attracts consumers to purchase and has the potential to nudge consumers towards healthy choices, including reducing portion size. However, food purchasing decisions are often automatic and packaging features may go unnoticed. Therefore, it is important to understand what consumers identify as most salient about packaging: what they notice and why, and which elements might nudge consumers towards healthy options and smaller portions of high‐energy‐density foods. This study explored consumer perception of food packaging, investigated specific features associated with portion control and elicited design ideas to improve packaging for healthy eating and downsizing. A qualitative approach was adopted applying a participant‐driven photo‐elicitation (PDPE) task with in‐depth interviews. Participants were 25 adults living in the UK (aged 20–32 years; 17 females, 8 males, [Formula: see text] BMI = 23 kg/m(2)). Participants took photographs of 10 food packages according to salience (n = 5) and portion control (n = 5). These were uploaded to a secure site and then discussed at the interview, which was transcribed and analysed. The salience of packaging was described in terms of trust building, stimulating appetite and relating to self‐identity, whereas for portion control, themes included structural reminders, healthy prompts and portion awareness. Packaging can be designed to make health value or serving size more salient by prompting portion control and increasing the attractiveness of packaging. While food purchase decisions happen with little deliberation, when probed, consumers provide useful insights for packaging design to assist portion control. John Wiley and Sons Inc. 2022-11-03 2022-12 /pmc/articles/PMC10092796/ /pubmed/36329606 http://dx.doi.org/10.1111/nbu.12588 Text en © 2022 The Authors. Nutrition Bulletin published by John Wiley & Sons Ltd on behalf of British Nutrition Foundation. https://creativecommons.org/licenses/by/4.0/This is an open access article under the terms of the http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited.
spellingShingle Original Research
Chu, Ruiqi
Tang, Tang
Hetherington, Marion M.
Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating
title Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating
title_full Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating
title_fullStr Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating
title_full_unstemmed Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating
title_short Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating
title_sort attention to detail: a photo‐elicitation study of salience and packaging design for portion control and healthy eating
topic Original Research
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10092796/
https://www.ncbi.nlm.nih.gov/pubmed/36329606
http://dx.doi.org/10.1111/nbu.12588
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