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Catalyst Talks | The Power of Packaging Design

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The Catalyst: 80 Gould Street

Rogers Communications Centre, 2nd Floor: Rm. 230

Toronto, ON M5B 2M7

Canada

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How Green Graphic Elements Affects Consumer Perception in Toronto

Packaging is a crucial component in food marketing and is often called the final marketer at the purchasing point because consumers see packaging as a reflection of product quality. Many brand owners in the food industry, therefore, apply green packaging components to their products’ packaging. Green packaging gives consumers permission to indulge in food they perceive as healthy. But green packaging can potentially confuse consumers and they are misled into selecting wrong food products, because they equate green packaging material and design with healthier contents than food in ordinary packaging, which is not always the case. In our study, we aim to find out how specific elements of eco-designed packaging (such as colour, nature-evoking images, texture, environmental claims for packaging materials, and environmental certifications) influence Toronto consumers’ perception of high-calorie food products.


Maria Zubchenko: Mitacs Research Intern from the National University of 'Kyiv-Mohyla Academy.'

Jonghun (Jay) Park: Assistant Professor at GCM / FCAD, he is a specialist in packaging systems and design research.

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The Catalyst: 80 Gould Street

Rogers Communications Centre, 2nd Floor: Rm. 230

Toronto, ON M5B 2M7

Canada

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