Desjardin Blog - FR

Packaging of food for children has increasingly become a marketing vehicle since it is commonly displayed at point of sale locations.

Food packaging serves multiple purposes, allowing it to be transported long distances safely and stored for long periods of time. It is important for manufacturers to balance between safety issues and other factors such as costs and keeping an eco-friendly perspective. Many consumers are paying closer attention to environmental issues that are involved with packaging technology. 

Two of the most favored materials for the packaging of chocolates, biscuits and confectionery are aluminum and tinplate. These materials are efficient and safe forms of packaging that meet international safety standards.

The three roles of packaging are communication, functionality and environment, as defined by Jesper Clement.

Food names and environmental sounds may play a role in people's perception about chocolate, biscuits and confectionery. Hearing auditory cues while viewing food names can influence people's impressions of food tastes, according to researchers. Just like songs, which tap into emotions that affect other senses, the combination of words and sounds can paint pictures in the mind. Here's a look at evidence that suggests a relationship between food names, sounds and taste.

Consumers make purchases on chocolate, biscuits and confectionery based on multiple factors beyond how the food tastes. Since it's not always possible to sample these treats before purchasing, artistic visual presentation of the packaging plays a significant role in luring people to purchase the food. Factors influencing taste testing results include density and price expectation. Here are reasons why package designers should pay close attention to the effects stimulated by visuals and other sensory considerations.

Satisfying one's appetite is one of the primary goals of the industry that makes chocolate, biscuits and confectionary. In order to meet that challenge, marketers must explore parameters beyond the food itself that appeal to multisensory perceptions. An important element of how people judge food that is often overlooked is weight of the product and the container. Here's a deeper look at how product or container weight can influence people's perceptions and purchasing decisions about food.

Food marketers are paying increasingly closer attention to how products are packaged following compelling studies about how consumers perceive items based on how they are presented. Various studies have shown that people perceive the same food differently if it's served on different colored plates. More comprehensive research, however, must be conducted before drawing conclusions that point to a consistent pattern in behavior. Here are reasons why marketers of chocolate, biscuits and confectionery can benefit from color analysis.

Consumers like to touch certain products before buying, studies have shown since the eighties (Holbrook, 1983; cf. Heslin & Alper, 1983). Touch can have a dramatic impact on purchasing decisions, as it can add emotional value to the experience, since skin is directly related to emotional responses. Consequently, marketers of chocolate, biscuits and confectionery need to come up with creative packaging that evokes emotion through touching.