How graphic design can influence the perception of sustainable food packaging

Abstract

This master’s study is a pilot research project that investigates the effects packaging and graphic design has on consumers’ perception regarding renewability and waste, in conjunction with the 2021 Norwegian research project Sustainable Eaters. The project has the aim of reducing plastic and food waste through placing the consumer in the centre of the research and studying their behaviour. Response to packaging and awareness of waste are both issues that focus on human emotions and behaviour. This study dwells into how the use of different packaging and graphic design may affect the users’ perception of a products’ renewability. Using concepts such as cue utilisation, research design and previous peer reviewed articles to aid it, this study aims to investigate how user awareness can contribute to the Norwegian issue of food and plastic waste. This research was limited to Norwegian’s attitude towards packaging in order to remain relevant as pilot research for the Sustainable Eaters project, as well as to limit the otherwise vast scope of such a project. A similar study conducted in the United States was used as a basis for this research project, and this paper acts as a supplement to the study.