On supermarket shelves, we see more and more simple, refined, minimalist packaging. At first glance, this may seem like a simple aesthetic trend. Yet our recent research shows that this type of design profoundly influences the way we perceive food products. But on what mechanisms is the association we make between minimalist packaging and more natural products based?
Less is more
Our study, published in British Food Journal, looked into this question and found that consumers associate minimalist packaging with more natural products. This association is not a coincidence. Indeed, minimalism in art and design has always conveyed values of simplicity and purity, and this perception now carries over to our food purchases.
The more minimalist a package, the less what it contains is associated with industrialization or the addition of artificial substances. We have the impression that the product inside is more “healthy”, pure, free of additives, a perception reinforced by the simple and refined visual signals of the packaging. This visual simplification creates a bridge with the idea that “less is more”, a principle that we find as much in fashion, art, as in our food.
Uniqueness, a key factor in perceived naturalness
An important factor revealed by our research is the perception of uniqueness. Consumers see products in minimalist packaging as unique (different from others), even artisanal. This perception of uniqueness leads them to think that the product was manufactured using production methods involving more human know-how. In a world where robotization and industrial processes are often synonymous with mass production, the idea that humans are involved in the manufacturing of a product makes it more authentic and, therefore, more “natural”.
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Perceived uniqueness therefore plays a central role here: it pushes consumers to believe that the product is unique, perhaps even “rare”. And who says “rarity”, often means better quality in the minds of consumers. This idea goes hand in hand with a generalized trend in marketing to promote craftsmanship, short circuits and traditional know-how, becoming communication elements in their own right. Minimalist packaging seems to reinforce this perception.
Does the packaging add flavor?
We also observed another interesting phenomenon: consumers often attribute better taste to products presented in minimalist packaging. This sensory perception further amplifies the impression of naturalness. It seems that, for consumers, if a product is perceived as unique, it must also taste better, and therefore be more natural. This phenomenon, or halo effect, explains why simple packaging can modify several dimensions of the perception of a product, from taste to its supposed quality. In other words, simple packaging not only makes us believe that the product is better, it also convinces us that it is more natural.
This is all the more striking when we consider the types of products we used in our study: commonly consumed food products such as ice cream, a nutritionally “unhealthy” product and by definition, very sweet, and soups. , a product which, conversely, is rather perceived as a “healthy” product. Our results show that a simple design choice can have a considerable impact on the way we perceive a product, regardless of its actual composition. Indeed, we were able to confirm in both cases that the product with a minimalist design was perceived as more natural by the individuals interviewed.
Reduce costs
These findings offer interesting insights for brands. Faced with consumers’ growing interest in natural products, brands do not necessarily need to use multiple labels to stand out. This strategy can prove particularly useful for food products which do not necessarily meet the strict criteria of organic labeling for example, but which still wish to position themselves as “natural” in the eyes of consumers. Minimalism thus becomes a marketing tool to reinforce the image of a product without modifying its composition. By opting for minimalist designs, brands can convey these values implicitly and effectively.
However, these results invite broader reflection on several points. First of all, minimalism could be a way for manufacturers to reduce their costs. Indeed, clean designs require less materials and printing, which can be a cost-saving optimization. But this strategy raises the question of the selling price to consumers: if customers perceive these products as more qualitative, this could justify a higher price. An economically interesting deal for brands… But potentially misleading for the consumer? The question seems legitimate. This could suggest that a product is natural when it is not actually so, opening the way to possible food scandals or legal proceedings for “deception” which consumer associations could take in the event of disappointment from customers.
The risk of saturation
A second phenomenon to take into account is the phenomenon of saturation: if all brands adopt a minimalist strategy, how can they stand out? The competitive advantage it provides today risks fading as this aesthetic strategy becomes the norm.
Another fundamental question for the future, and particularly in the industrial sector, is that of reducing packaging. Beyond issues related to design, shouldn’t the objective for brands be to reduce the quantity of packaging (cardboard, plastic, etc.), to respond to a growing demand for more environmentally friendly products? , both from consumers, but also from public authorities.****
However, minimalist design strategies could be the starting point for a transition towards the elimination of packaging in the long term. Would the reduction of non-essential visual impressions (printing inks are well-known sources of chemical pollution, often making the recycling of certain materials more difficult) make it possible to gradually educate the consumer and gently lead them towards a better acceptance of the reduction, or even the gradual elimination of packaging?
The next time you choose a product from the shelves, will you be seduced by the simplicity of its packaging, thinking that the product you are buying is more natural? Our results show that this choice deeply influences, consciously or unconsciously, the perception we have of the products we consume. Now that you are one of the enlightened consumers: does minimalism still rhyme with naturalness in your mind?
