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Unpredictable consumer behavior

Packaging Design & Management


Obesity is a growing problem in The Netherlands and the rest of the world. Intervention is the approach to change consumer behaviour, but in most occasions this doesn’t function. Given the fact that most buying decisions are made in front of the shop shelf, these decisions can be influenced by the design of the packaging that are on the shop shelf.


The project aims at understanding the relation between packaging design and shopping behaviour. With this, it can be made easier for consumers to choose more healthy food. Applying various ways to analyse how consumers make buying decisions, the project will engender tools and working methods to support packaging designers more effectively. The analyses and the development of tools and working methods are performed simultaneously, to allow for maximum synthesis between the two.

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