Abstract
The sight of food has a profound effect on us, from making us feel hungry/increasing our appetite, through to encouraging us to imagine what it would be like to eat that which we see. Indeed, using enticing visual imagery has been a common and effective tactic in the marketing of food and drink products for many decades now. Such imagery has been common in advertising, on menus, product packaging, and increasingly, on social media as well. However, despite its prevalence, any effect of being able to see the product itself on (or through) the packaging remains relatively poorly understood. Only over the past two decades has this research theme started to receive empirical scrutiny, with a growing body of findings now helping to highlight how the sight of a product influences the evaluations and behaviours of consumers. This chapter covers three main themes: the impact of product imagery printed on the pack; the impact of transparent packaging (thus allowing direct sight of the product itself); and a synthesis of these findings, paired with a number of concrete recommendations for academics, designers, and public health practitioners. We conclude by considering the future for product imagery and transparent packaging.
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Notes
- 1.
Note that ‘hunger’ relates to feelings of the need for food, while ‘appetite’ relates to feelings of the desire for food (that said, the two terms are often used interchangeably). Hunger is largely caused by contraction of stomach muscles that, beyond some point, result in physical sensations of hunger pangs. Appetite, however, is a psychological phenomenon, which can be brought about by physiological indications of hunger (Geiselman & Novin, 1982). Thus, even in the absence of hunger, appealing foods might promote appetite for the food when seen, though satiety should reduce this appetite in a healthy population.
- 2.
As a potential fourth nutritional value identified, note also that foods high in alcohol content seem to elicit an attentional bias wherein more attention is paid to alcohol-related, vs. neutral visual stimuli by those who drink (Roy-Charland et al., 2017; for a review, see Field & Cox, 2008). Specifically, an associated effect of increased visual (over auditory) sensory dominance has been identified when alcohol-related stimuli are shown (Monem & Fillmore, 2016). It would certainly be interesting to identify whether such findings can be replicated when using visual stimuli of other foods/drinks, in that less attention might be paid to other sensory modalities. If so, it would be especially interesting to see whether this reduced attention also affects the chemical senses (i.e., smell and taste), since these are obviously fundamental in the appreciation of the food that we consume.
- 3.
Note here that while it may seem reasonable to expect that ‘attractive’ foods are also ‘unhealthy’ (which capture our attention to a greater extent, as mentioned in the previous section), one can imagine healthy foods that can still be presented attractively and unhealthy foods in an unattractive manner. Additional research may help to clarify the exact distinction between these two concepts, as they are often conflated. There may also be relevant cross-cultural differences here.
- 4.
Note that, as yet, it has not been explored how different types of image manipulation affect the judgements of consumer. For example, a designer could include tempting, if unrealistic, serving suggestions; or show an inadvisably large portion size (e.g., Khehra, Fairchild, & Morgan, 2018); or use perspective and clever framing to distort perceptions of product size; or exaggerate the relative proportion or prevalence of certain ingredients (e.g., the filling in sandwiches); and so on. Some may be more or less acceptable to the consumer, and affect product judgements accordingly. However, without further research, no guidance can be offered. Furthermore, note that sometimes the ‘deceit’ might only be perceived at the point of unboxing the product, perhaps leading to a disconfirmation of expectations (e.g., see Schifferstein, Kole, & Mojet, 1999), and affecting later purchase. This might also be a worthy line of enquiry.
- 5.
Note that there will likely be cases where this is not the case. For example, Machiels and Karnal (2016) identify a subset of consumers who find product packaging designs with imagery of ingredients on the package, rather than imagery of the actual product, to be more natural, and have a ‘purer’ taste. As a result, these consumers are also more willing to purchase the product with the ingredient imagery. This subset describes consumers that are health-conscious and are more prone than average to search for symbolic meaning: thus, the image of the ingredient acts as a visual metaphor for purity, whereas the product is seen as artificial.
- 6.
It may, of course, be that the brain does not meaningfully discriminate between real food and images of food. Research on this topic would certainly be of value.
- 7.
Presumably, if the product needs cooking prior to consumption, then this appraisal is of greater importance (e.g., of meat, to make sure it is fresh and of the correct size and cut), since an inedible product would be unlikely to entice anyone’s appetite.
- 8.
The exact mechanisms that cause this effect are still being investigated, but two theories seem most plausible: first, that seeing (more of) the product encourages inferences of product naturalness, which, in turn, encourages perceptions of healthiness and freshness. Note, however, that this may be a result of the product chosen for stimuli: a ready-to-eat and vegetable-rich noodle salad. Second, that effects are caused by a generalised halo effect from consumers being generally responding favourably to those products that are visible. Further investigation should be able to clarify.
- 9.
Note that, for especially premium, non-food products, sometimes keeping the product hidden might be preferable, adding to the ‘allure’ of the product and allowing for an ‘unveiling’ experience: see Patrick, Atefi, and Hagtvedt (2017).
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Simmonds, G., Spence, C. (2019). Food Imagery and Transparency in Product Packaging. In: Velasco, C., Spence, C. (eds) Multisensory Packaging. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-94977-2_3
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