Design
Finally, question four tested simple packaging design differences based on past research with two different snack products (see Image 4). Product A displayed a bright blue background with orange wording and an asymmetrical design, while Product B displayed a purple background with white wording and a symmetrical design. Product B also had a more elegant font and symmetrical graphics included. These design choices were done because purple is known to often indicate that a product is luxurious or of high quality, while orange is often used to portray affordability (Minso, 2023).
Of the 36 respondents, 42% (n=15) selected Product B as their desired choice. However, Product A was not far behind with 36% (n=13) of the respondents choosing it as their desired product and 22% (n=8) saying that the two products were of equal desire to them. Of the four major questions presented in this survey, the responses to this question were the most split of them all. Participants that chose Product A as their product of choice explained their reasons why using forms of the adjectives “bold” and “simple” most often. Some of the responses in full included the following:
“Bold and to the point,” “Bold lettering,” “Simplicity,” “Blue color & simple,” and “Big letters and bright color.”
On the other hand, participants that chose Product B as their product of choice explained their reasons why using forms of the adjective “pretty” most often. Some of the responses in full included the following:
“Pretty,” “Pretty package,” “the packaging looks pretty,” “More appealing,” and “It catches the eye more.”
These findings show that design can truly be based on preference and has a different persuasion when it comes to product choice that may be more connected to appealingness than it is to healthiness.
While representing various aspects of consumer perceptions, all four of the major questions designed for this survey displayed mostly apparent results in the way consumers perceive levels of healthiness in food products. Wording, authenticity, knowledge, and design are the main factors that influence consumers and their decision making process. Using the data found in this survey, these aspects can be analyzed further to explore the ways in which consumers are influenced to perceive certain products as healthier than others based on the way in which they are advertised.