This paper describes a one-year research project to investigate how the visual communication of food packaging can enhance the ability of consumers to access the contents. The study is set in the context of mounting frustration with packs that are difficult to open and growing recognition that packaging designs need to be more inclusive in use.
The project was carried out by Helen Hamlyn Centre at the Royal College with Faraday Packaging Partnership and Marks & Spencer, which provided the main food packaging case study. Video ethnographic techniques were used to track how four UK households interact with food packaging. The results of this observational research informed the development of a design tool for use by packaging designers to evaluate how successfully the visual communication of the pack is working to aid ease of use throughout its lifecycle.
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Packaging, food, visual communication, video ethnography, design tool, consumer, inclusive design
