López-Mas Laura, Claret Anna, Bermúdez Alejandra, Llauger Mar, Guerrero Luis
Food Quality and Technology, Institute of Agrifood Research and Technology (IRTA), Finca Camps i Armet, s/n, 17121 Monells, Spain.
Department of Agri-Food Engineering and Biotechnology (DEAB), Universitat Politècnica de Catalunya (UPC), Baix Llobregat Campus, Building D4, st/ Esteve Terradas, 8, 08860 Castelldefels, Spain.
Foods. 2022 Apr 19;11(9):1183. doi: 10.3390/foods11091183.
Packaging is no longer a mere structural element that only aims to preserve foods, but it is also a powerful marketing tool able to affect product perception, purchase decision and consumers' food choices. Incorporating consumers' voices into packaging design through co-creation could maximise its impact on the market. The main goal of this exploratory study was to test the usefulness of co-creation with consumers for packaging design. For that purpose, a survey with 200 Spanish participants was conducted to find out which of the presented visual and textual packaging attributes were the most appropriate. A validation study with 40 participants using implicit (eye tracker, galvanic skin response and automatic facial expression analysis) and explicit measurements was used to test the packaging co-created by consumers against some of its possible competitors in the market. The co-creation process with consumers allowed for the identification of the visual and textual attributes, among the available options, that best fit their preferences, whereas the validation process confirmed that the packaging design co-created by consumers was equally or even preferred over the competitors. The information gathered might help designers and marketers to guide the packaging design for fish products in the Spanish market.
包装不再仅仅是一个旨在保存食品的结构元素，它也是一种强大的营销工具，能够影响产品认知、购买决策和消费者的食品选择。通过共同创造将消费者的声音融入包装设计，可以最大限度地发挥其对市场的影响。这项探索性研究的主要目标是测试与消费者共同创造对包装设计的有用性。为此，对200名西班牙参与者进行了一项调查，以找出所呈现的视觉和文字包装属性中哪些是最合适的。一项针对40名参与者的验证研究使用了隐式（眼动仪、皮肤电反应和自动面部表情分析）和显式测量方法，将消费者共同创造的包装与市场上一些可能的竞争对手进行了测试。与消费者的共同创造过程能够在可用选项中识别出最符合他们偏好的视觉和文字属性，而验证过程则证实，消费者共同创造的包装设计与竞争对手相比同样受到青睐甚至更受偏爱。所收集的信息可能有助于设计师和营销人员指导西班牙市场上鱼类产品的包装设计。
