An exploratory study using graphic design to communicate consumer benefits on food packaging

Commercial food packages may contain multiple messages. Packaging designers try to integrate all messages into a coherent design. Designers use text, images or stylistic features, but these mediums differ in their suitability communicate specific product benefits. To evaluate the usefulness and effectiveness of three mediums, we not only obtained consumer evaluations packaging designs, also monitored designer’s experience during design process. For products (orange juice, muesli bar, plain yogurt) created consistent designs communicating single benefit through which was either [1] health, [2] environmental, [3] production, sensory social claim. Subsequently, developed inconsistent different mediums. In an online survey, each 18 package variants evaluated by 59–92 participants. Dummy regression analysis suggested that verbal claims had positive effects healthiness environmental friendliness elicited negative tendency for properties. The used indicated effect worker conditions, healthiness. Our elements appeal, tended have aspects. As regards designer dilemmas, noticed some (e.g., medical domain) required graphic styles make them acceptable commercial use. findings suggest consumers can handle messages, finding optimal configuration remains challenge.