A Study on the Effects of Visual Elements of Plain Milk Carton Packaging in China on Consumers’ Perceived Healthiness

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Key Points

This research examines how visual elements in milk carton packaging influence consumer perceptions of healthiness.
Analyzed visual elements of milk packaging using content analysis on market samples.
Conducted a survey to collect consumer perception data based on different visual stimuli (n=301).
Performed statistical analysis to evaluate the relationship between packaging elements and health perception.
Significant differences in health perception based on visual element combinations (p<0.05).
Image presentation elements elicited higher health perception compared to text and information structure elements.
Color perception, image perception, and information structure showed a positive correlation with health perception, but with varying degrees of influence.

Analyzes visual elements of milk packaging influencing health perception in consumers, indicating design significance.

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Chen et al. (2026) studied this question.

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