DIGITAL ILLUSTRATION AND ITS IMPACT ON CONSUMER PERCEPTION OF HEALTHIER FOOD PRODUCTS

The role of packaging in influencing consumer perceptions is widely recognized within the domain of graphic communications. It is particularly effective in encouraging consumers to opt for healthier snack alternatives by incorporating visually appealing design elements, such as digital illustrations. This study employed an online survey with 116 Croatian participants with a diverse age range (18-71 years) to investigate the impact of digital illustrations on the attractiveness of packaging and product perception. Participants evaluated four different packaging samples for new healthy snack bars in two flavors using a 5-point Likert scale. The presence of digital illustrations served as the independent variable, while the packaging shape, size, composition, and typefaces were held constant. A choice task between packages with and without illustrations was also conducted. The results indicated the surprisingly infrequent consumption of this type of food product among participants. Additionally, the results on attitudes towards the importance of design suggested that the majority of respondents consider the packaging graphic design as a relevant product attribute, emphasizing its substantial impact on product perception. The implications regarding the role of digital illustrations in promoting healthier product choices were discussed, highlighting the potential benefits of deliberate packaging design in encouraging consumer preferences for healthier food options.