Content Analysis of Health Product Packaging Design

Project: Research


See relations at Aarhus University


Package design is one of the main marketing instruments through which healthfulness can be communicated. However, besides some anecdotal evidence (e.g. lighter colors might be used to signal light products) there is little insight into what represents a typical package design for healthy food brands and what are the package design elements mostly used by marketers to convey healthfulness. The purpose of the present proposal is to explore what constitutes a prototypical package design for health-positioned foods in Denmark. The objective is to identify if such strategies exist in packaging design and explore what strategies are actually being implemented.
The project will provide evidence essential in the writing of the HEALTHPACK proposal that is currently under the first round of evaluation from the Innovation Fund in Denmark Spring 2015 call. The project will further help in the submission of future proposal in the packaging field. Finally, the project ties well with the previous work funded in 2014 that looked at managers beliefs of packaging design.
Effective start/end date01/05/201530/06/2015

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ID: 129030006