Study on the Influence of Fresh White Cheese Packaging Design Variables on Users' Perception

Packaging design is a decisive factor in the perception that users have of a product before its consumption, so it is key to know precisely which design is the most suitable for the message that brands wish to convey. This research aims to study the influence of two variables, serving suggestion and label colour, on users' perception of products which, by themselves, do not have high aesthetic or taste appeal. The case of fresh white cheese was studied due to its high consumption in Spain and because it is usually accompanied by other products during consumption. Two hundred and forty seven people took part in a survey in which sensory attributes and the willingness to buy were analysed through the presentation of 8 different packaging proposals which designs were the result of the combination of 5 types of serving suggestions and 4 label colours. The results show that the serving suggestion is strongly related to both the users' sensory expectations and the appropriate time of day for consumption, and that the colour of the label influences the perceived fresh white cheese category.