Departamento de Ingeniería de Diseño y Fabricación, Escuela de Ingeniería y Arquitectura, Universidad de Zaragoza, c/María de Luna 3, C.P. 50018 Zaragoza, Spain.
Departamento de Ingeniería de Diseño y Fabricación, Escuela de Ingeniería y Arquitectura, Universidad de Zaragoza, c/María de Luna 3, C.P. 50018 Zaragoza, Spain.
Food Res Int. 2017 Sep;99(Pt 1):239-246. doi: 10.1016/j.foodres.2017.05.024. Epub 2017 May 29.
This paper analyses the influence that certain aspects of packaging design have on the consumer expectations of a series of sensory and non-sensory attributes and on willingness to buy for a bag of crisps in Spain. A two-part experiment was conducted in which 174 people evaluated the attributes for different stimuli using an online survey. In the first part, four stimuli were created in which two factors were varied: the packaging material and the image displayed. Interaction was identified between both factors for the attributes Crunchy, High quality and Artisan. For the attributes Salty, Crunchy and Willingness to buy, the image was the only significant factor, with the image displaying crisps ready for consumption being the only one that obtained higher scores. For the attribute Intense flavour, no statistically significant differences were identified among the stimuli. In general terms, the image displayed on the bag had a greater influence than the material from which the bag was made. In the second part, an analysis was made of the most effective way (visual cues versus verbal cues) to transmit the information that the crisps were fried in olive oil. To this end, two stimuli were designed: one displaying an image of an oil cruet and another with an allusive text. For all the attributes (Intense flavour, Crunchy, Artisan, High quality, Healthy and Willingness to buy), higher scores were obtained with the image than with the text. These results have important implications for crisps producers, marketers and packaging designers.
本文分析了包装设计的某些方面对西班牙某款薯片的一系列感官和非感官属性的消费者期望以及购买意愿的影响。进行了一项两部分的实验，共有 174 人通过在线调查对不同刺激物的属性进行了评估。在第一部分中，创建了四个刺激物，其中两个因素发生了变化：包装材料和显示的图像。对于属性“嘎吱脆”、“高质量”和“手工制作”，这两个因素之间存在交互作用。对于属性“咸”、“嘎吱脆”和“购买意愿”，图像是唯一的重要因素，显示可立即食用的薯片的图像获得了更高的分数。对于属性“浓郁味道”，刺激物之间没有发现统计学上的显著差异。总的来说，袋子上显示的图像比袋子本身的材料更有影响力。在第二部分，分析了传递薯片是用橄榄油油炸这一信息的最有效方式（视觉提示与文字提示）。为此，设计了两个刺激物：一个显示油瓶的图像，另一个是暗示性的文字。对于所有属性（浓郁味道、嘎吱脆、手工制作、高质量、健康和购买意愿），图像的得分都高于文字。这些结果对薯片生产商、营销人员和包装设计师具有重要意义。
