Naslov
The Impact of Visual Interaction Between Product Display and Visual Design Elements on Food Packaging Perception

Autori
Dolić, Jurica ; Mikolić, Anja ; Pibernik, Jesenka ; Mustić, Daria

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Printing&Design23 / - , 2023, 13-13

Skup
Međunarodni znanstveno-stručni skup TISKARSTVO I DIZAJN 2023

Mjesto i datum
Zagreb, Hrvatska, 01.06.2023. - 02.06.2023

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
visual interaction ; packaging design ; user experience ; affective design

Sažetak
The visual design of food packaging is a critical factor in shaping consumers' perception and purchasing decisions. The use of a product display window in packaging design is an effective way to showcase the product to the consumer, creating a visual interaction that can convey meaning and influence their perception of the brand. By using creative and innovative packaging design, a new semantic context can be created that tells the brand's story or communicates product properties. This approach can create additional product value, connect with the user on the affective level and impact their final purchasing decision. This study examines the impact of visual interaction between the product display window and the visual design elements on food packaging perception. We tested different approaches to establishing this connection and analysed the influence of the level and type of interaction on user preference and perception of quality. Our results indicate that the preference for visual interaction depends on the semantic context, and certain visual interactions can have a positive impact on preference and quality perception compared to designs that do not feature visual interactions. Our findings provide guidelines for creating adequate visual interactions on food packaging that effectively convey meaning and enhance the user experience.

Izvorni jezik
Engleski

Znanstvena područja
Grafička tehnologija

POVEZANOST RADA