What is it about?

The paper investigates what is the best way to communicate messages about health, sustainability, sensory pleasure, or production conditions through food packaging.

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Why is it important?

Food producers would like to communicate effectively on what the product has to offer to their customers. However, different messages may require different communication media (text, images style). For example, the study shows that verbal claims work well for health and sustainability message, but not for a sensory aspect like taste. In addition, we see that when images are used to communicate that a product is healthy, this often has a negative effect on the healthiness perception of the food, instead of a positive effect.


Many studies in communication focus on the content of messages, but not on the form in which these messages are delivered. This study shows that the way messages are shaped is very important nonetheless. This holds for many media that companies use to promote products (packages, advertising, commercials, etc)

Dr. Hendrik N.J. Schifferstein
Technische Universiteit Delft

Read the Original

This page is a summary of: An exploratory study using graphic design to communicate consumer benefits on food packaging, Food Quality and Preference, April 2022, Elsevier, DOI: 10.1016/j.foodqual.2021.104458.
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