Unidad 1. Food Design

Stefania Saldarriaga Rosas Proyecto de Diseño VII Grupo:218020_2 Periodo:16-04
Elementos del diseño de alimentos
1. Bordewijk, Marielle & Schifferstein, Rick. (2019). The specifics of food design: Insights from professional design practice. International Journal of Food Design. 4. 101-138.
  1. The specifics of food design: Insights from professional design practice
    1. food design definition: the discipline that connects food and design: design applied to food and eating, or food and eating investigated from a design perspective (Zampollo 2016). ‘Food Design includes ideas, values, methods, processes and activities aiming to modify, improve and optimize individual and communal interactions with and around food, including but not limited to edible materials, objects, experiences, natural and built environments, services, systems and networks’ (quoted in Zampollo 2016: 7).
      1. food essential characteristics
        Foods are typically derived from living materials
        foods are based on materials that used to be alive, which makes them highly perishable, hence, food technologists continuously try to improve the ways to preserve foods and invest in packaging that protects them
        Extending shelf life
        preservation treatments( include heating and cooling, decreasing water content, adding salt, sugar or acid, fermentations, irradiation and many other treatments)
        transport and storage
        Packaging (protection, information and persuasion)
        Freshness / sustainability demands
        Design implications:
        Food designers should have a basic understanding of the way food distribution is organized, including logistics, retailers and consumers’ buying behaviour in food markets
        Designers can have impact by changing the ways foods are produced and the ways their benefits are communicated to potential consumers.
        A food innovator faces a constant challenge to balance out authenticity, taste and freshness on the one side and shelf life, operational costs and ingredient costs on the other side
        As freshness is a very important qualifier in food, designers need to understand what makes food products appear fresh and how this can be optimized.
        The short shelf life of foods creates an extra challenge for designers, but perhaps this vulnerability can also be regarded as a strength.
        sustainable food system, addressing agricultural production and its impact on biological diversity and the quality of the living environment and also focusing on the amount of waste generated in terms of food or its packaging material
        Food is parts of an ecosystem that we need to preserve (about 75% of plant genetic diversity in agriculture has been lost), therefore, The agricultural sector is faced with many challenges that require the closing of loops of energy and nutrients
        action parts
        protection of resources / production chain
        Sustainable packaging
        close the loop preventing food waste
        Design implications:
        Food production has important implications for the local environment in terms of the resources used, the impact on local species, by-products created and pollution.
        By finding new applications for by-products, designers can make food production more profitable and sustainable
        Designers can use their ability to deal with apparent paradoxes to create sustainable packaging solutions that also reduce food waste
        Design can provide tools that support consumers in implementing desirable changes in eating habits, menu planning, preparation and serving meals
        The consumption of food plays a central role in people’s daily lives
        providing people access to the right amount of safe and nutritious food, in order to keep them healthy
        the kind of nutrition that a farmer offers to his crops or animals can affect the quality of his products. therefore, it can provide additional consumer benefits and may be a source of interesting narratives that can help position the product and discriminate it from competitors.
        designers should understand basic nutrition rules in order to fulfil basic requirements
        The ethical responsibility of the designer is very important, because, what one chooses to eat is like a political vote, it influences the food system and the world around it. it make trend!
        Design implications:
        Designers require understanding of food chains, so they know where and how they can intervene to create benefits
        The sources of food (production region, materials used, preparation methods) offer opportunities for product diversification.
        Innovation steps in the food industry tend to be small, but frequent
        Because most foods are affordable and food is consumed on a daily basis, food innovation offers many opportunities for consumers to try new products
        Food designers need to be aware of different consumers’ visions regarding nutritional implications and potential health impacts, because they can provide direction in food innovation.
        Interventions to promote healthy eating are more likely to be effective when they target specific behaviours or address emotional responses
        Good nutrition improves not only people’s physical, but also their mental health
        Taking ethical considerations into account during the design process can help avoid that consumers feel misled
        sensory stimulation, this aspect has implications for whether people enjoy eating the food, how much they eat and whether they will purchase the product again
        the food designer needs to design for the consumer’s appetite.
        food producers will need to trigger appetite through other channels, such as language, appearance (product colour and shape, lighting and display design), sound (music), touch (packaging material) and smell (e.g., from baking bread or roasting coffee) in order to encourage food purchases.
        If designers know which sensory modalities dominate the experience of a particular product, they can concentrate on creating appropriately corresponding sensory properties for those modalities (Fenko et al. 2010)
        Design implications:
        Food designers need to develop skills to design for people’s appetite.
        In food design, designers have more sensorial components to play with, such as flavour, smell, texture, mouthfeel and temperature, in comparison to other product categories
        To communicate the richness of sensory food properties, designers often need to create expectations via other modalities (e.g., language, pictures, packaging materials)
        Designers can add meaning by connecting sensory domains with product stories, trends and usage situations
        different preparation practices vs different cultures ( habits, daily practices and rituals)
        preparing and cooking form such an integral part of the user interactions connected to foods that they have to be taken into account during the food design process
        Foods form an integral part of many rituals that carry specific cultural meanings (Ratcliffe et al. 2019).
        food designers need to dive deep into local food cultures in order to make sure that the new dishes and products they develop fit with local traditions, rituals, routines, preferences and philosophies.
        Design implications:
        Food designs need to be developed in a holistic manner, in line with the cultural context to which they belong
        Making people aware of cultural roots behind food may become part of the final design
        Design can address the variety of opinions that people have on food
        Knowing how to develop and stretch brands is essential for the commercial domain
        Designers can explore different degrees and ways of preparation, serving or eating as input for design
Tendencias del diseño de producto alimenticio
1. MINTEL (2021). Mintel Global Food and Drink Trends 2021.
  1. Mintel is a expert company in what consumers want and why. they predict the future of consumer behaviour and what that means for companies and brands in the food, drink, and foodservice industries s to make better business decisions faster
    1. Global Food and Drink Trends
      1. WELLBEING
        It is important to work with food daily habits. the consumers are looking for more products and services that offer mental and emotional health benefits to involve them in their personal rituals
        Technology will provide more proof and will be used to incentivise healthy habits
        3 key opportunities
        Offer moments of comfort and support
        Enhance experiences and encourage healthy eating
        Provide proof and sync with technology
      2. VALUE
        it's important to give quality and better informations to our consumers. "value with values"
        Invest in seamless retail and equitable access to healthy food
        3 key opportunities
        Find new advantages in home-based lifestyles
        Revive and reinvigorate old priorities
        Invest in a seamless and equitable future
      3. IDENTITY
        Food and drink brands can balance a person’s need to feel unique and special with the desire to be part of communities of like-minded individuals.
        Social commerce will be a new way to capitalise on community
        Organise brand communities to make a difference
        3 key opportunities
        Celebrate individuals’ unique passions
        Create communities around common interests
        Mobilise consumers to do good
Marketing gastronómico
1. Ponce, C. (2019). Descubrir a nuestro cliente en Marketing gastronómico: la diferencia entre triunfar y fracasar. (p Bubok Publishing S.L.
  1. Lo mas importante es predecir hacia donde van los clientes y pararse en frente de ellos (Philip Kotler)
    1. pasos para descubrir a nuestro cliente
      1. 1. investigar y entender el entorno socio/económico
        Zonas o barrios con una clase social definida
        2. investigar la competencia y buscar mi propia característica diferenciadora
        detecta lo que no te gusta de cada sitio siendo empático con tu cliente
        3. diferenciar los clientes por edades para completar mejor los diferentes perfiles
        vestuarios
        gustos
        consumos
        tiempos
        trabajadores o estudiantes
        4. responde a las preguntas
        ¿cómo atraigo al cliente?
        ¿Qué le voy a ofrecer diferente?
        ¿Cómo será mi presentación? (platos, menú, decoración, música, trato, etc)
        5. mejora la característica diferenciadora
        detecta lo que posiblemente no le guste a tus clientes de tu negocio (presentación, espacios, etc) desde el perfil de tu cliente no el tuyo
        Zonas o barrios neutros
        2. responde a la pregunta ¿Qué vas a emprender? dejando un espacio para variar el modelo de negocio si hace falta
        3. conoce a tus clientes para llegar a ellos
        4. Sondea la zona
        5. a partir de este define la presentación (precios, decoración, trato, etc)
        6. realiza diferentes pruebas para variar e intentar mejorar constantemente
        manten al cliente interesado

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