We’ve all heard that our environment affects our food consumption habits. Naturally, we tend to eat more when we’re distracted or even when the weather is colder. Our plate sizes or color can change how much we’re taking in as well. What about packaging? A brightly colored package with
mouth-watering graphics influences our buying decisions, but can packaging really influence how many M&M’s we’re popping? The answer is, yes. According to a recent study published in the American Marketing Association’s Journal of Marketing, conducted by Professor Xiaoyan Deng of Ohio State University’s Fisher College of Business and Professor Raji Srinivasan of McCombs School of Business at the University of Texas in Austin, consumers respond positively to food packaging that gives a clear look at the contents inside as opposed to opaque packaging. The study found that size matters. Study participants ate less of the visually appealing snack food if the snack food was sizable like cookies, and ate more if the snack food was smaller, like pretzels or M&M’s.
So what are the takeaways ?
– Clear packaging or open-window packaging creates visual appeal.
– Size matters. Clear packaging works best for smaller snack foods. When packaging larger contents, retailers should stick to opaque packaging.
read more here.
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