Emotional response to food packaging

This paper describes a pilot study that focused on the perceptions and performance of individuals when opening foodstuff packaging. Demographics are such that the number of people over 65 will increase by 11% by the year 2011 (National Government Statistics 2002). The needs of this section of the United Kingdom population are not adequately catered for in the design of food packaging. The aim of this study is to highlight the needs, aspirations and emotional response of a sample user group when opening basic packaging.