Healthwashing rhetorical tropes in health-positioned packaged goods
thesisposted on 11.02.2022, 05:27 by Lori Kainu Fischer
The current scope of research in consumer-packaged goods has focused primarily on how packaging design is structured to differentiate itself from its competition with the ability to grasp a consumer’s attention in mere seconds. The communicative effects of packaging research span the elements of design as they influence the perception of product attributes and expected consumer experiences. This major research paper explores which elements of packaging design are used in health-positioned products in consumer-packaged goods in Canada and how these elements of design are leveraged to craft a narrative. The framework of packaging design elements and implications from past research is used to support the findings and provide critical
analysis in conjunction with the content analysis conducted on two well-established health-positioned food brands in Canada, Presidents Choice Free From and Presidents Choice Blue Menu.