| Popis: |
The present study was designed to explore consumer perception of food packaging, to investigate specific features they associated with portion control, and to elicit design ideas to improve packaging to support healthy eating and portion control. Participant driven photo-elicitation (PDPE) and in-depth interviews were conducted with 25 adults living in the UK (aged 20-32 yr; 17 females, 8 males, x̄BMI = 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 then discussed at interview which was then transcribed and analysed. Salience was described in terms of trust building, stimulating appetite and self-identity; whereas for portion control, themes included structural reminders, healthy prompts and portion awareness. Packaging ideas to improve design varied from enhancing portion reminders, increasing the attractiveness of packaging, to making the health value or serving size more salient. While food purchase decisions tend to be done with little deliberation, when probed consumers provide useful insights for packaging design to assist food choice. |
