Chu, R orcid.org/0000-0003-0486-2161, Tang, T orcid.org/0000-0002-5410-7271 and Hetherington, MM (2022) Attention to detail: A photo‐elicitation study of salience and packaging design for portion control and healthy eating. Nutrition Bulletin, 47 (4). pp. 501-515. ISSN 1471-9827
Abstract
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, x BMI = 23 kg/m2). 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.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | © 2022 The Authors. Nutrition Bulletin published by John Wiley & Sons Ltd on behalf of British Nutrition Foundation. This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | design, downsizing, food packaging, photo-elicitation, portion control, salience |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Funding Information: | Funder Grant number BBSRC (Biotechnology & Biological Sciences Research Council) BB/M027384/1 |
Depositing User: | Symplectic Publications |
Date Deposited: | 09 Nov 2022 16:16 |
Last Modified: | 25 Jun 2023 23:09 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1111/nbu.12588 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:193010 |