Second, food product/packaging development is hampered by the lack of research that is available to underpin decisions and by inappropriate research methods for testing new or altered food products.30 The studies that are available primarily address the influence of product/packaging design on consumer decision making, based on demand-oriented research techniques in controlled field experiments. Consequently, consumer perceptions and accompanying design cues described in literature can beused indesign practice; however, they donotreflecthow consumers perceiveproducts by themselves based on packaging design