Alternatively, perceptual mapping is a method that requires consumers to describe/judge products according to their own criteria. Perceptual mapping is a simple, user-friendly technique that is widely used for defining perceptual differences in sets of products. The perceived differences emerge by letting consumers compare the products in a set and asking them to indicate to what extent these products are (dis)similar based on appearance of the package. Consumers are asked to denominate the aspects that explain the differences to them. The result of this technique is a so-called perceptual map.37 This technique might be a useful and simple way to evaluate consumer perception of food product on the base of packaging design in an objective way.