IMPLEMENTING ARTIFICIAL INTELLIGENCE IN THE PACKAGING DESIGN FOR THE TASTE IMPRESSION

This study examines the ability of the artificial intelligence (AI) generator to create packaging with taste impression. Influence of packaging design on taste impressions is well researched and achieved through transfer effects of symbolic associations from the visually perceived packaging to the products taste. The experiment was conducted by generating packaging designs with gradation in the strength of taste by AI image generator. This was done for sweet, sour, bitter, salty taste and feeling of hotness for spicy food. Afterwards participants were asked to grade packaging designs on their perception of the presumed product taste. Results indicate that AI image generator was able to generate packaging designs with recognizable strength of taste, although limited, as fine gradation of the presumed taste perception was not achieved.