Visual Perception and Emotional Response to Packaging Design: A Mixed-Methods Study of Vacuum-Packed Guinea Pig Meat

Silva-Paz R.J.; Eccoña-Sota A.; Rivera-Ashqui T.A.; Obispo-Gavino E.O.; Chaquilla-Quilca G.; Garay-Livia G. · Journal of Sensory Studies (2026) · DOI: 10.1111/joss.70139

Resumen

His study investigated the impact of packaging attributes on sensory and emotional perception of vacuum-packed guinea pig (Cavia porcellus) meat using a comprehensive mixed-methods approach. The research employed both qualitative (word association, descriptive and emotional CATA) and quantitative (conjoint analysis and hedonic scaling) techniques with 250 regular consumers in Peru. Results demonstrated that health message (34.8% relative importance), dorsal presentation position (35.8%), and light blue label color were the dominant factors driving consumer preferences. The optimal combination significantly enhanced acceptability scores (7.2/9 points) and purchase intention, while eliciting positive emotional associations (“happy”) and descriptive terms such as “low-fat” and “juicy.” Conjoint analysis revealed that packaging attributes explained 68.8% of variance in consumer preferences. Emotion mapping showed clear differentiation between samples with and without health messages, particularly for positive emotions (p < 0.05). Health messages and dorsal presentation are the dominant packaging drivers of visual perception, emotional response, and purchase intention for vacuum-packed guinea pig meat, with the optimal combination (health claim + dorsal position + light blue label) increasing acceptability by 51%. The findings provide empirical evidence for developing packaging strategies that integrate nutritional messaging, visual presentation, and color psychology to enhance consumer acceptance of traditional meat products. Future research should validate these findings in real-world shopping environments and with more diverse demographic samples.

Instituciones: Universidad Nacional Micaela Bastidas de Apurímac; Universidad Nacional de Barranca; Universidad Nacional José Faustino Sánchez Carrión; Universidad Peruana Unión