Perception of Product Healthiness through Product Package Design:

Abstract: Healthy diet trend is becoming more and more popular every day which resulted in tougher competition for food producers around the world. However, tough regulations on the production of food and food related promotional messages are forcing producers to seek new ways to promote healthy aspects of their products. One of the supportive communication strategies that are essential in delivering those messages is the food packaging itself. Hence, this study attempts to identify key design attributes in cod fish fillet product packages and analyze how those attributes can be used to enhance the perception towards the healthiness of a product.