Design of Kombucha packaging to communicate consumer benefits
Health, Naturalness & Taste
S.Y.L. Ngan (TU Delft - Industrial Design Engineering)
S. Bakker-Wu – Mentor (TU Delft - Industrial Design Engineering)
H.N.J. Schifferstein – Graduation committee member (TU Delft - Industrial Design Engineering)
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Abstract
This study examines the role of packaging design elements on shaping consumers' perceived taste, health and naturalness of kombucha. Currently, kombucha, a fermented drink, is quickly gaining popularity globally for its potential health benefits from its probiotic content and its unique taste. However, a packaging design challenge arises from the common consumer belief that “healthy = less tasty.” This study investigates how kombucha brands can communicate health and taste on their packaging through verbal claims, colour, imagery, and shape, with naturalness serving as a potential bridge. Through a literature review, a focus group and quantitative research, this study demonstrates that certain design elements, particularly light, muted, and less saturated colour and possibly scientific health claims can influence consumers' health perception of kombucha positively, without lowering perceived taste. The same colour choices and possibly photographic ingredient imagery were found to increase perceived naturalness, which partially mediates the relationship between packaging and perceived health. Packaging did not affect taste perception. These findings suggest that thoughtful packaging design can enhance consumers’ perceptions of kombucha’s health benefits while maintaining its taste perception.