Background The design of delivery food packaging entails a multitude of challenges. These include concerns surrounding food contamination and damage, thermal fluctuations, as well as accessibility issues. Consequently, by conducting a thorough analysi...
Background The design of delivery food packaging entails a multitude of challenges. These include concerns surrounding food contamination and damage, thermal fluctuations, as well as accessibility issues. Consequently, by conducting a thorough analysis of the packaging's design, we propose enhancements aimed at optimizing the end-user's experience.
Methods The present study employs video ethnography as a means of analyzing the merits and demerits of delivery food packaging design. To further augment the accuracy of participant responses, we employed Zoom and verified the veracity of their answers. Moreover, we conducted a questionnaire survey that drew upon variables related to package design.
Result Fifteen variables were extracted from the qualitative study. Specifically, the French fry packaging design of Mamstarch was identified as the most significant drawback, whereas the hamburger packaging design of Lotteria was confirmed to be optimal. This finding aligns with the results of prior quantitative research.
Conclusion It was established that Mom's Touch brand should utilise graphic design to clearly convey the type of beverage contained within the packaging. Additionally, it was recommended to minimise margins to prevent damage to food during the delivery process. In the case of Lotteria, the hamburger packaging material was determined to be susceptible to contamination. Furthermore, it was observed that a monochromatic colour scheme was inadequate in arousing appetite. Consequently, the optimisation of the consumer experience through improved delivery food packaging design is envisaged. However, the study is limited by its small sample size, thereby constraining its generalizability. Future research directions could involve comparative analyses of delivery food packaging design across multiple brands to identify avenues for improvement and elicit consumer perception more accurately.