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Co-Creation with Consumers for Packaging Design Validated through Implicit and Explicit Methods: Exploratory Effect

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Co-creating food packaging with consumers identifies preferred visual and textual attributes. This consumer-driven packaging design proved as effective or superior to competitors in market validation studies.

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Area of Science:

  • Consumer behavior research
  • Marketing science
  • Packaging design

Background:

  • Packaging is a critical marketing tool influencing consumer perception and purchasing decisions.
  • Co-creation with consumers can enhance packaging design impact.
  • Understanding consumer preferences is key for effective food packaging.

Purpose of the Study:

  • To evaluate the effectiveness of consumer co-creation in packaging design.
  • To identify optimal visual and textual packaging attributes through consumer input.
  • To validate consumer-designed packaging against market competitors.

Main Methods:

  • An exploratory survey with 200 Spanish participants assessed packaging attribute preferences.
  • A validation study utilized implicit (eye-tracking, GSR, facial analysis) and explicit measures.
  • Consumer-designed packaging was compared against market alternatives.

Main Results:

  • Co-creation successfully identified consumer-preferred visual and textual packaging attributes.
  • Validation confirmed consumer-designed packaging met or exceeded competitor preference.
  • Implicit and explicit measurements supported the preference for co-created designs.

Conclusions:

  • Consumer co-creation is a valuable method for optimizing packaging design.
  • This approach can lead to packaging that resonates strongly with target consumers.
  • Findings offer guidance for fish product packaging design in the Spanish market.