Yet, it cannot be presumed that consumers’ perception of products based on predefined demandoriented criteria corresponds to how consumers actually perceive food products with packaging design.33 The appearance attributes mentioned in the literature might not give an accurate overview of how consumers themselves perceive products and the contribution of packaging design to this.34 In the light of the previous discussion, two research methods are used, and the results are compared. These methods are diametrically opposed: categorizing and perceptual mapping.