Short answer
When introducing novel food products that may evoke disgust, focus packaging design on familiar visual cues and transparency rather than explicit imagery of the novel ingredient or general sustainability claims.
- Field
- Innovation & Markets
- Source
- Foods (2023)
- Method
- Survey-based experimental design
- Sample
- 422 participants
- Evidence
- Strong effect
Strategic packaging design, incorporating visual cues of recognizable ingredients and transparent windows, can effectively mitigate consumer disgust and enhance the perceived safety of novel food products like those derived from insects. This innovation & markets research insight is drawn from a 2023 study published in Foods. Using Survey-based experimental design with 422 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When introducing novel food products that may evoke disgust, focus packaging design on familiar visual cues and transparency rather than explicit imagery of the novel ingredient or general sustainability claims.
Transparent packaging and familiar ingredient visuals significantly reduce disgust towards insect-based foods.
Strategic packaging design, incorporating visual cues of recognizable ingredients and transparent windows, can effectively mitigate consumer disgust and enhance the perceived safety of novel food products like those derived from insects.
Foods · 2023
Key Findings
- 01Images of familiar ingredients on packaging reduce disgust towards insect-based foods.
- 02Transparent windows on packaging also decrease consumer disgust.
- 03Specific seals (organic, Ento) increase perceived food safety.
- 04Claims about protein content and sustainability had less impact on reducing disgust.
- 05Images of crickets themselves increased disgust.
Application
Design takeaway
When introducing novel food products that may evoke disgust, focus packaging design on familiar visual cues and transparency rather than explicit imagery of the novel ingredient or general sustainability claims.
How to apply
For new food products with potentially challenging ingredients, test packaging concepts that feature recognizable food components and offer partial product visibility. Avoid direct, uncontextualized imagery of the novel ingredient.
Project actions
- 01When designing packaging for new or unusual food items, consider how visual elements can influence user perception and reduce potential 'ick' factors.
- 02Experiment with different types of imagery – abstract, ingredient-focused, or product-focused – to gauge their impact on user acceptance.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Large sample size provides statistical power.
- +Experimental design allows for direct testing of packaging elements' impact.
Limitations
The sample size might not represent all cultural contexts, and the effectiveness of packaging can vary greatly depending on the specific product and target market.
Reliability & validity
The study's reliability is supported by its experimental design and a substantial sample size. Validity is enhanced by directly measuring disgust and perceived safety in response to specific packaging manipulations.
Think critically
To what extent can packaging design overcome deeply ingrained cultural aversions, and are there ethical considerations in 'masking' the true nature of a product to increase sales?
Design Principles
"Familiarity and transparency in packaging design can overcome initial consumer aversion to novel food products."
As the food industry explores alternative protein sources, understanding how packaging influences consumer perception is crucial. This research offers actionable insights for product developers and marketers aiming to overcome psychological barriers to adoption for innovative food products.
What This Means for Your Design
To make people less grossed out by foods made with insects, put pictures of normal food ingredients on the package and have a see-through window.
How to use in your project
- 1.Reference this study when discussing the rationale behind your packaging design choices, particularly if your project involves novel or potentially off-putting products.
- 2.Use the findings to justify the inclusion of specific visual elements or packaging features aimed at improving user acceptance.
Add to My Project
Quick Cite
Paragraph starter
The design of packaging plays a significant role in consumer acceptance of novel food products. Research by Naranjo‐Guevara et al. (2023) indicates that visual elements such as familiar ingredient imagery and transparent windows are effective in reducing disgust associated with insect-based foods, thereby increasing perceived safety and market potential. This suggests that for products facing consumer hesitation, packaging should prioritize normalization through relatable visuals rather than direct representation of the novel component.
Source
Foods
Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements
journal · 2023
View sourceQuestions About This Research
- What does the research say about transparent packaging and familiar ingredient visuals significantly reduce disgust towards insect-based foods?
- When introducing novel food products that may evoke disgust, focus packaging design on familiar visual cues and transparency rather than explicit imagery of the novel ingredient or general sustainability claims. Evidence: Foods (2023).
- Why does "Transparent packaging and familiar ingredient visuals significantly reduce disgust towards insect-based foods." matter for design?
- As the food industry explores alternative protein sources, understanding how packaging influences consumer perception is crucial. This research offers actionable insights for product developers and marketers aiming to overcome psychological barriers to adoption for innovative food products.
- How can designers apply this research?
- When introducing novel food products that may evoke disgust, focus packaging design on familiar visual cues and transparency rather than explicit imagery of the novel ingredient or general sustainability claims.
- What were the main findings?
- Images of familiar ingredients on packaging reduce disgust towards insect-based foods.. Transparent windows on packaging also decrease consumer disgust.. Specific seals (organic, Ento) increase perceived food safety.. Claims about protein content and sustainability had less impact on reducing disgust.
- What research method was used?
- Survey-based experimental design with 422 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2023 journal from Foods.
- What should I do differently in my next project?
- For new food products with potentially challenging ingredients, test packaging concepts that feature recognizable food components and offer partial product visibility. Avoid direct, uncontextualized imagery of the novel ingredient.
- What are the limitations?
- Findings may be specific to the German market and the types of insect-based products tested. The study did not explore long-term acceptance or taste preferences.