The Gustatory Psychology in Food Packaging Design

 
The modern consumer faces not only the sole merchandise any more, but things feast for the eyes, even in the same function, and effect.

At this time, how a consumer chooses and judges is an important topic in the current advertising design profession. What we can conform is that except for the influence of the factor of  advertisement, price  etc. The package of the merchandise accounts for much, especially in food package area. A food package which brings the consumption the first feeling on vision and mentality---taste. Its quality influences the sale market of the product directly. Many of the foods themselves are not so colorful and charming, but they are demonstrated in various means and make them better and more abundant in their shape and color. A successful food package can not only hold tight the eyeball of consumer quickly, but also let people feel the food in the package is fresh and delicious, thus produces an immediate impulse to buy it. The differences between Food package and the package of daily consumptions place in that food has to express its appetite and consciousness association of thought thoroughly at the time of expressing a product attribute, this which means the food packing has to be able to produce a sense of taste allusion.

The basic principle of realizing taste design of a food package is “feeling”. The popular explanation of “feeling" is to state a unconveyable condition in another style which is clearer. On psychology, we call this sensory feeling which one feeling cause the feeling in other fields. That is to say, the purpose of food package, is to make the consumer have a good imagination and expectation of the taste and quality of a kind of food inside the package. So, how to design a food package that can acquire people’s good feeling and to produce a fine sense of taste allusion?