UvA PhD: The effects of food packaging design

As competition in the food industry is fierce, a product's success is highly dependent on branding. For her PhD at the University of Amsterdam (UvA), Iris van Ooijen investigated the effects of various aspects of packaging design on the way consumers perceive product attributes and inferences relating to aspects of quality and health. She defended her PhD on 16 November 2016.
The dissertation demonstrates that packaging design elements such as shape and colour affect consumers’ inferences regarding food product attributes in several ways; packaging design is not merely a ‘vehicle’ for explicit cues such as claims and logos, but also has communicative power in itself.
Click here for the thesis (1.61 MB).

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