Designer's Guide for Healthy Food Packaging Design Concepts after Covid-19 Pandemic
Keywords:
Packaging designs, Designer's guide, After Covid-19 pandemicAbstract
Staying healthy has become increasingly important since the outbreak of COVID-19. People are becoming more concerned about their food and beverage intake while implicitly believing that "healthy is not tasty" at the same time. Many studies also paid attention to additional elements in packaging and their influence on consumer purchasing decisions, such as health and eco-friendliness claims. Thus, this study aimed to provide practical guidance for designers on its effective implementation in the post-COVID-19 era, particularly for healthy food products. To understand packaging design for healthy foods in today's market, this study used two main methods starting with direct observation of select healthy food and beverage items available in Thailand to ensure contextual relevance since several studies were conducted outside the Southeast Asia region, followed by a questionnaire addressed to Thai consumers to investigate the importance of packaging design elements influencing consumer purchase decisions. Our findings revealed shifts in the importance of packaging design elements. Graphics and colors were initially believed to make a great impression and stand out from all other similar products, but now, consumers place a higher priority on the appearance of food products in the packaging. Health claims are also more important than attractive colors. This study also gives insights into other packaging design elements, including material, shape, and size. Therefore, this article is relevant to those designers or other scholars interested in studying design, marketing, and communications issues.
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