Smart packaging design can help nudge healthier portion choices, research finds

Smart packaging design can help nudge people towards eating healthier portions of food, research from the School of Design suggests.

Published in Nutrition Bulletin, the study examined the eating habits of 17 females and 8 males, aged 20-32, exploring how they interact with food packaging, the role of consumer values in portion decisions, and potential design strategies to encourage healthier eating.

Led by Dr Tang Tang in the School of Design and including Professor Marion Hetherington in the School of Psychology, the research team found that while packaging design can influence how much people eat, consumers often overlook or resist on-pack serving-size recommendations.

This suggests that packaging cues about a product’s healthiness can paradoxically encourage overconsumption, as some consumers interpret them as permission to eat more.

The team also found that consumers favour structural features such as pre-portioned, single-serving, and resealable packaging to manage portion sizes in ways that suit their lifestyles.

The study suggests that future food packaging design could better support portion control by aligning with consumer habits and needs.

By considering how people engage with packaging in their daily lives, designers and food manufacturers can encourage healthier eating behaviours in a way that feels intuitive and unobtrusive.

Dr Tang Tang explained: “Our research shows that while people do not always follow on-pack portion recommendations, and in some cases these recommendations can be counter-productive. We also found that convenience and control were key factors in how participants made portion decisions, with many prioritising ease of use over recommended serving sizes.

“Smart packaging design that incorporates these insights could help nudge consumers toward healthier portion choices without feeling restrictive.”

Another key insight from the research is the potential for packaging to shape long-term dietary habits.

Participants indicated that their portion decisions were influenced not just by immediate factors such as hunger and convenience, but also by their broader lifestyle patterns.

This suggests that strategic design interventions – such as packaging that helps establish portion norms over time – could be effective in promoting healthier eating.

Dr Tang said: “Food packaging does more than protect its contents; it plays a subtle but significant role in shaping our eating behaviours. Understanding this interaction better could open up new opportunities for both public health and industry innovation.”

This study builds on previous research exploring the role of packaging in portion control and healthy eating, including a 2022 photo-elicitation study and a 2021 systematic review on food packaging’s impact on food intake.