Att se surhet : Ett undersökande designexperiment om smakförväntningar och tolkningar mellan surhet och olika visuella strategier på godisförpackningar.

Sammanfattning

The study investigates how different visual strategies affect the expectation of a sour taste on candy packaging in a practice-based design experiment. Through a survey and personal interviews, the study investigates which visual strategy of shape, color or typography most effectively communicates sourness, to then create an understanding of how the results can be interpreted based on associations and taste expectations. It appears that color is the strategy that creates the most association with a sour taste in both the survey and the interviews. This can be explained by several different reasons, but the main reasons are considered to be a learned pattern between the taste of sour fruits and their color which is then associated with a sour taste, as well as previous experiences of packaging design and cultural exposure. Color appears to be the strongest association creator and tends to dominate over the influence of shapes and fonts, which also determined how the other strategies were interpreted.