Volume 29, Issue 1
DOI: 10.24205/03276716.2020.187
APPLICATION OF DESIGN PSYCHOLOGY IN FOOD BRAND DEVELOPMENT
Abstract
For most food brands, it is very difficult to strike a perfect balance between brand development with consumer preferences. Taking the development of a pastry brand as an example, this paper investigates the psychological needs and preferences of consumers based on the theory of design psychology. A questionnaire survey on consumer preferences of the pastry brand was conducted in several urban communities by random sampling, and the results were statistically analyzed and compared in light of design psychology. The results show that most consumers are rational in selecting food brands, and the selection has a certain correlation with the age group; the novelty of food packaging is a great attraction to consumers, whether they want to eat the food or give it to others as a gift; consumers prefer paper and linen packages than plastic and metal ones. The research provides an important reference for the development and design of food brands.
Keywords
Brand Design, Design Psychology, Food Brand Development, Consumer Preferences.