Transparent packaging: More than just a bag?
Assistant Professor Xiaoyan Deng
A study by Fisher's Xiaoyan Deng examining consumption patterns and food packaging found that what's in the bag is just as important as what's on the bag.
It found that the transparency of food packaging influences snacking habits in different ways depending on the size, visual appeal, and healthiness of the food it contains. Additional findings include:
The study, in collaboration with the University of Texas at Austin, also offered marketers advice for foods that showed no difference in consumption patterns regardless of their packaging. Marketers of small foods that are not visually appealing, like Cheerios, can package their product in opaque materials while improving the visual appeal of their products for eventual transparent packaging.