Studying Social psychology of
Studying Social psychology of
Food Purchase Behavior in Packaged Food Products
Food Purchase Behavior in Packaged Food Products
Timeline
Timeline
January 2025 - February 2025
January 2025 - February 2025
Discipline
Discipline
Research, User Interaction Design
Research, User Interaction Design
Problem
Statement
Problem Statement
Many people today aim for a healthy lifestyle, but the rise in packaged food consumption often works against their goals. Misleading marketing, peer pressure, convenience, and attractive packaging lead to choices that seem healthy but aren’t, making it harder to stick to good eating habits.
Many people today aim for a healthy lifestyle, but the rise in packaged food consumption often works against their goals. Misleading marketing, peer pressure, convenience, and attractive packaging lead to choices that seem healthy but aren’t, making it harder to stick to good eating habits.
Process Followed
Process Followed
A step by step approach to achieve design solution
A step by step approach to achieve design solution
Research and Problem Selection
Research and Problem Selection
Selected a problem domain & conducted a comprehensive Research. The final sub-topic selected is “Food Purchase Behavior’
Selected a problem domain & conducted a comprehensive Research. The final sub-topic selected is “Food Purchase Behavior’
Understanding the Issue Deeper
Understanding the Issue Deeper
Created Concept map, Iceberg Model, Ecosystem Model and the 5-Whys model
Created Concept map, Iceberg Model, Ecosystem Model and the 5-Whys model
Defining
Defining
The research questions directed the research method.
The research questions directed the research method.
Conducting research
Conducting research
We conducted survey with 58 responses,
Generative toolkit of 20+ people and Post toolkit interviews.
We conducted survey with 58 responses,
Generative toolkit of 20+ people and Post toolkit interviews.
Analysis
Analysis
The Survey, Generative Toolkit and Interviews were synthesized individually. The insights were linked together to form and overall narrative.
The Survey, Generative Toolkit and Interviews were synthesized individually. The insights were linked together to form and overall narrative.
Ideation & Forming Final Concept
Ideation & Forming Final Concept
Insights and Pressure map inspired ‘How might we’ and rough ideations. The best Idea was selected as the final solution.
Insights and Pressure map inspired ‘How might we’ and rough ideations. The best Idea was selected as the final solution.
Relevance
Relevance
Why Is Social Psychology Behind Packaged Food Purchase Behavior relevant today?
Why Is Social Psychology Behind Packaged Food Purchase Behavior relevant today?
Total Food Ad’s
Total Food Ad’s
Misleading food ad’s
Misleading food ad’s
Ad’s For Food products high in fat/sugar/salt
Ad’s For Food products high in fat/sugar/salt
Prevalence of misleading food advertisements was found to be 60% ( i.e. 720 out of 1200 in India ) .
Majority ( 90% ) of these were for food items which are linked foods high in Fat, sugar and Salt (HFSS).
Research Paper : Food Boon or Bane: A Prevalence Study of Misleading Food in India , Journal of Childhood Obesity . ( 2017 )
Prevalence of misleading food advertisements was found to be 60% ( i.e. 720 out of 1200 in India ) .
Majority ( 90% ) of these were for food items which are linked foods high in Fat, sugar and Salt (HFSS).
Research Paper : Food Boon or Bane: A Prevalence Study of Misleading Food in India , Journal of Childhood Obesity . ( 2017 )
Advertisements that used emotional appeal
Advertisements that used emotional appeal
Advertisements which used discounts etc.
Advertisements which used discounts etc.
The NAPi analysis said that in nine out of 50 products , the advertisements “lured” potential buyers with extra offers , cashback , vouchers or discounts , and in 22 out of 50 advertisements, advertisers used strong emotional appeal to influence viewers.
Nutrition think tank NAPi releases report , Jan 2025
The NAPi analysis said that in nine out of 50 products , the advertisements “lured” potential buyers with extra offers , cashback , vouchers or discounts , and in 22 out of 50 advertisements, advertisers used strong emotional appeal to influence viewers.
Nutrition think tank NAPi releases report , Jan 2025
Concept Map
Concept Map
To simplify and organize data, and support analysis by providing a clear framework to understand the scope of social psychology in food purchase behavior.
To simplify and organize data, and support analysis by providing a clear framework to understand the scope of social psychology in food purchase behavior.
Iceberg Model
Iceberg Model
To explain the visible events (tip) as outcomes of deeper layers: patterns/trends, systemic structures, and mental models (beliefs, assumptions).
To explain the visible events (tip) as outcomes of deeper layers: patterns/trends, systemic structures, and mental models (beliefs, assumptions).
Ecosystem Model
Ecosystem Model
To examine how individuals interact with and are influenced by the various interconnected systems in their environment
To examine how individuals interact with and are influenced by the various interconnected systems in their environment
Research Objective
Research Objective
To find out what social and psychological factors play role in shaping the purchase decisions for health conscious individuals.
To find out what social and psychological factors play role in shaping the purchase decisions for health conscious individuals.
How emotional appeals(nostalgia/ fear of missing out) or cognitive biases(health halo effect/ brand trust) alter the image of a product ?
Are consumers aware about how to assess a product with regard to its nutritional value?
How does social/peer influence affect food purchase behavior?
How emotional appeals(nostalgia/ fear of missing out) or cognitive biases(health halo effect/ brand trust) alter the image of a product ?
Are consumers aware about how to assess a product with regard to its nutritional value?
How does social/peer influence affect food purchase behavior?
Survey Outcomes
Survey Outcomes
What details do people prioritize while buying packaged food?
What details do people prioritize while buying packaged food?
Insights :
Insights :
Health Consciousness → 85% of respondents identify as health-conscious, indicating a strong demand for healthier packaged food options.
Packaged Food Consumption → 48% consume packaged foods daily, while 28% do so rarely.
Popular Packaged Foods → Snacks (74.1%), pantry staples (50%), and beverages (24.1%) are the top choices, showing a preference for convenience and essentials.
Buying Channels → Supermarkets (65.5%) lead as the preferred purchase point, followed by local stores (58.6%) and online platforms (41.4%).
Nutritional Awareness → 52% check nutrition labels inconsistently; 30% always do—focusing on calories, sugar, and ingredients, signaling rising health awareness.
Review Trust → 41% trust online reviews, while 29% remain skeptical—suggesting mixed reliance on digital opinions
Health Consciousness → 85% of respondents identify as health-conscious, indicating a strong demand for healthier packaged food options.
Packaged Food Consumption → 48% consume packaged foods daily, while 28% do so rarely.
Popular Packaged Foods → Snacks (74.1%), pantry staples (50%), and beverages (24.1%) are the top choices, showing a preference for convenience and essentials.
Buying Channels → Supermarkets (65.5%) lead as the preferred purchase point, followed by local stores (58.6%) and online platforms (41.4%).
Nutritional Awareness → 52% check nutrition labels inconsistently; 30% always do—focusing on calories, sugar, and ingredients, signaling rising health awareness.
Review Trust → 41% trust online reviews, while 29% remain skeptical—suggesting mixed reliance on digital opinions
Toolkit Details
Toolkit Details
A step by step approach to achieve design solution
A step by step approach to achieve design solution
To explore social and psychological influences, perceptions and cognition of consumers during packed food product shopping.
To explore social and psychological influences, perceptions and cognition of consumers during packed food product shopping.
This toolkit was designed to explore how consumers make food purchase decisions, reveal unconscious influences of marketing, and promote informed choices. It guided participants through interactive exercises like arranging products from healthy to unhealthy on a scale, rearranging the products based on comprehension of the nutritional tables and finally redesigning and recreating the packaged real fruit juice on a template which would unveil the cognitive perceptions and influences on the consumers.
This toolkit was designed to explore how consumers make food purchase decisions, reveal unconscious influences of marketing, and promote informed choices. It guided participants through interactive exercises like arranging products from healthy to unhealthy on a scale, rearranging the products based on comprehension of the nutritional tables and finally redesigning and recreating the packaged real fruit juice on a template which would unveil the cognitive perceptions and influences on the consumers.
Toolkit consists of : 6 products of food products that are branded as healthy, (namely, real fruit juice, Saffola oats, Kellogs museli, Nutrichoice biscuits, ocean water and Bakelite khari), 2 scales showing healthy to unhealthy metrics Empty templates and stationary for drawing the real fruit juice packaging
Toolkit consists of : 6 products of food products that are branded as healthy, (namely, real fruit juice, Saffola oats, Kellogs museli, Nutrichoice biscuits, ocean water and Bakelite khari), 2 scales showing healthy to unhealthy metrics Empty templates and stationary for drawing the real fruit juice packaging
Participants
Participants
Consumers of packaged foods
Consumers of packaged foods
Sampling
Sampling
Participants were collected through stratified sampling.
Participants were selected such that 50% are designers and the rest 50% are non-design people. This eliminated the bias of design outlook in the redesign process of the toolkit. The sampled population were males and females of age between 18- 60, ensuring no gender and age bias deviated the results.
Participants were collected through stratified sampling.
Participants were selected such that 50% are designers and the rest 50% are non-design people. This eliminated the bias of design outlook in the redesign process of the toolkit. The sampled population were males and females of age between 18- 60, ensuring no gender and age bias deviated the results.
Sensitizing
Sensitizing
The sensitizing section of the toolkit consists of the first two steps that provide context to the participant.
The sensitizing section of the toolkit consists of the first two steps that provide context to the participant.
What is the toolkit?
What is the toolkit?
Step 1 : Understanding Mental Models of Healthy to Unhealthy Foods
Step 1 : Understanding Mental Models of Healthy to Unhealthy Foods
Participants will be provided with images of various food products and asked to arrange them along a spectrum ranging from "Healthy" to "Unhealthy" based on their initial perceptions and awareness.
Participants will be provided with images of various food products and asked to arrange them along a spectrum ranging from "Healthy" to "Unhealthy" based on their initial perceptions and awareness.
Aim: To understand the mental models of healthiness of food products and comparisons; based on the social influences, marketing and packaging.
Aim: To understand the mental models of healthiness of food products and comparisons; based on the social influences, marketing and packaging.
Step 2 : Exploring Cognitive Perception of Nutritional Information
Step 2 : Exploring Cognitive Perception of Nutritional Information
Participants will analyze the nutritional content tables of the same food products and rearrange the images along the "Healthy" to "Unhealthy" spectrum, reflecting their cognitive perceptions.
Participants will analyze the nutritional content tables of the same food products and rearrange the images along the "Healthy" to "Unhealthy" spectrum, reflecting their cognitive perceptions.
Aim: To understand the cognition and comprehension of nutritional table in consumers and how it influences the perception.
Aim: To understand the cognition and comprehension of nutritional table in consumers and how it influences the perception.
Step 3 : Generative activity of designing and drawing ideal packaging for Informed Choices.
Step 3 : Generative activity of designing and drawing ideal packaging for Informed Choices.
Participants will be asked to ideate and draw the way they would they like to view the packaging to enable more informed decision-making on a pre-made template specifically for the real-fruit juice packet.
Participants will be asked to ideate and draw the way they would they like to view the packaging to enable more informed decision-making on a pre-made template specifically for the real-fruit juice packet.
Aim: To understand the priorities of people in terms of information that is the most necessary to formulate opinion on the product along with additional elements and visuals people seek for a quick decision making process. It also aims to understand the depth of influences that people have along with latent thought processes employed in the food purchase behavior.
Aim: To understand the priorities of people in terms of information that is the most necessary to formulate opinion on the product along with additional elements and visuals people seek for a quick decision making process. It also aims to understand the depth of influences that people have along with latent thought processes employed in the food purchase behavior.
Toolkit Details
Toolkit Details
Analyzing the outputs of the toolkit
Analyzing the outputs of the toolkit
Overall Insights:
Overall Insights:
Many participants unintentionally retained or recreated popular marketing claims (e.g. “100% Natural,” “Rich in Vitamin C,” “No Added Sugar” etc.) in their redesigned packages. This indicates that these claims still subconsciously influence purchasing decisions, even when participants were asked to strip away misleading elements.
Front Panel in most redesigns, features identity elements like the logo, flavor imagery, veg/non-veg dot and sometimes price.
Many participants placed the nutritional and ingredient details on side and back panels with preference for clear and bold nutritional tables with percentages. Some participants visualized them through pie charts or infographics.
Few participants divided ingredients into natural vs artificial, resembling the mental model of comparison, especially in sugar content.
The most scrutinized nutritional elements were sugar content (total and added), calories, and protein. However, detailed sodium and fat content were often secondary. Preservatives and artificial additives were not highlighted or fully eliminated.
Many participants unintentionally retained or recreated popular marketing claims (e.g. “100% Natural,” “Rich in Vitamin C,” “No Added Sugar” etc.) in their redesigned packages. This indicates that these claims still subconsciously influence purchasing decisions, even when participants were asked to strip away misleading elements.
Front Panel in most redesigns, features identity elements like the logo, flavor imagery, veg/non-veg dot and sometimes price.
Many participants placed the nutritional and ingredient details on side and back panels with preference for clear and bold nutritional tables with percentages. Some participants visualized them through pie charts or infographics.
Few participants divided ingredients into natural vs artificial, resembling the mental model of comparison, especially in sugar content.
The most scrutinized nutritional elements were sugar content (total and added), calories, and protein. However, detailed sodium and fat content were often secondary. Preservatives and artificial additives were not highlighted or fully eliminated.
Suggestions by participants:
Suggestions by participants:
Include a star rating system (green for healthy, red for harmful) for nutritional content. The number of stars would be directly proportional to the quantity of the respective content.
-Mrs. Suryavanshi
Include a star rating system (green for healthy, red for harmful) for nutritional content. The number of stars would be directly proportional to the quantity of the respective content.
-Mrs. Suryavanshi
A QR code to reveal the true product facts behind marketing claims for a health conscious people.
A QR code to reveal the true product facts behind marketing claims for a health conscious people.
-Simleen Kaur
-Simleen Kaur
Packaging and nutritional information in regional languages. - Javed Mulani & Minal Trivedi
Packaging and nutritional information in regional languages. - Javed Mulani & Minal Trivedi
Our Reflections ( Latent/ Hidden insights ) :
Our Reflections ( Latent/ Hidden insights ):
Unspoken Norms Around Food Choices
Consumers often follow implicit social expectations like choosing “healthy,” “natural,” or “affordable” options based on their family, peers, or broader cultural norms. These norms guide behavior without needing to be explicitly discussed, especially in group or family shopping contexts.
Influence of Social Roles and Group Dynamics
Shoppers identify themselves with their primary roles during shopping (e.g. “health-conscious parent” or “cool college kid”) and buy accordingly. Power dynamics within households (e.g., who makes final purchase decisions) or peer groups (e.g., friends who influence trends) subtly affect what ends up in the cart.
Emotional Associations with Food
Emotions tied to comfort, nostalgia, or indulgence strongly influence food decisions. These feelings often override rational considerations like price, health, or sustainability even when consumers intend otherwise.
Cognitive Biases in Evaluating Options
Confirmation bias (favoring information that supports prior beliefs) or framing effects (e.g., interpreting “low-fat” as always better) shape how consumers assess packaged food, often without conscious awareness.
Unspoken Norms Around Food Choices
Consumers often follow implicit social expectations like choosing “healthy,” “natural,” or “affordable” options based on their family, peers, or broader cultural norms. These norms guide behavior without needing to be explicitly discussed, especially in group or family shopping contexts.
Influence of Social Roles and Group Dynamics
Shoppers identify themselves with their primary roles during shopping (e.g. “health-conscious parent” or “cool college kid”) and buy accordingly. Power dynamics within households (e.g., who makes final purchase decisions) or peer groups (e.g., friends who influence trends) subtly affect what ends up in the cart.
Emotional Associations with Food
Emotions tied to comfort, nostalgia, or indulgence strongly influence food decisions. These feelings often override rational considerations like price, health, or sustainability even when consumers intend otherwise.
Cognitive Biases in Evaluating Options
Confirmation bias (favoring information that supports prior beliefs) or framing effects (e.g., interpreting “low-fat” as always better) shape how consumers assess packaged food, often without conscious awareness.
Post Toolkit Interviews
Post Toolkit Interviews
Details :
Details :
Participants : The same individuals who engaged with the generative toolkit activity were interviewed immediately after.
Objective : To uncover the reasoning behind their design decisions, evaluate perception shifts after reading labels, and understand how they interpreted and restructured packaging.
Method : Semi-structured interviews based on reflective questions aimed at understanding users’ thought processes, priorities, and behavioral intent.
Questions Asked :
1 What was your decision-making process while arranging products from healthy to unhealthy?
After reading the nutrition table, did your perception change? If so, how?
What steps did you follow when branding or re-developing the packaging?
What new elements did you include to make the packaging clearer for yourself?
Would this activity affect your future behaviors in any way? How?
Participants : The same individuals who engaged with the generative toolkit activity were interviewed immediately after.
Objective : To uncover the reasoning behind their design decisions, evaluate perception shifts after reading labels, and understand how they interpreted and restructured packaging.
Method : Semi-structured interviews based on reflective questions aimed at understanding users’ thought processes, priorities, and behavioral intent.
Questions Asked :
1 What was your decision-making process while arranging products from healthy to unhealthy?
After reading the nutrition table, did your perception change? If so, how?
What steps did you follow when branding or re-developing the packaging?
What new elements did you include to make the packaging clearer for yourself?
Would this activity affect your future behaviors in any way? How?
Insights :
Insights :
Prioritize Big, Bold, and Simple Nutritional Facts → Users want sugar, fat, calories, expiry clearly visible at a glance — not hidden or small.
Replace Text Tables with Visual Formats → Use bar charts, scales, icons, and highlighted numbers — graphical info is far more understandable than complex tables.
Ensure 100% Honest and Non-Misleading Packaging → No unnecessary fruit images, false impressions, or fancy claims — truthful visuals only.
Introduce "Good For" vs. "Avoid If" Sections → Users love seeing quick health guidance about who should or shouldn’t consume the product.
Show Product Authenticity Visually → Examples: Real fruit vs. cartoon fruit based on juice content; processing scale 1–10 to show product purity.
Simplify Language and Terms → Avoid technical jargon; explain ingredients and health impacts in easy, relatable words.
Design for Awareness + Behavior Gaps → Recognize that even aware users act impulsively — packaging should nudge better choices instantly (e.g., positive cues, reminders).
Tap into Credible Social Influence → Build trust using data-backed facts instead of loud marketing — users trust scientific or experience-based messaging, not ads.
Prioritize Big, Bold, and Simple Nutritional Facts → Users want sugar, fat, calories, expiry clearly visible at a glance — not hidden or small.
Replace Text Tables with Visual Formats → Use bar charts, scales, icons, and highlighted numbers — graphical info is far more understandable than complex tables.
Ensure 100% Honest and Non-Misleading Packaging → No unnecessary fruit images, false impressions, or fancy claims — truthful visuals only.
Introduce "Good For" vs. "Avoid If" Sections → Users love seeing quick health guidance about who should or shouldn’t consume the product.
Show Product Authenticity Visually → Examples: Real fruit vs. cartoon fruit based on juice content; processing scale 1–10 to show product purity.
Simplify Language and Terms → Avoid technical jargon; explain ingredients and health impacts in easy, relatable words.
Design for Awareness + Behavior Gaps → Recognize that even aware users act impulsively — packaging should nudge better choices instantly (e.g., positive cues, reminders).
Tap into Credible Social Influence → Build trust using data-backed facts instead of loud marketing — users trust scientific or experience-based messaging, not ads.
Pressure Map
Pressure Map
A detailed diagram of all the promoting and inhibiting factors that are supported by qualitative and quantitative data analysis.
A detailed diagram of all the promoting and inhibiting factors that are supported by qualitative and quantitative data analysis.
Time shortage during food shopping
Time shortage during food shopping
Peer reviews and influences
Peer reviews and influences
Social media trends (eg. chupa chups , harry potter kinder joy)
Social media trends (eg. chupa chups , harry potter kinder joy)
Celebrities and influencer promotions
Celebrities and influencer promotions
Low self motivation to research and follow healthy eating
Low self motivation to research and follow healthy eating
Cravings for junk foods
Cravings for junk foods
Fake Claims and misleading information
Fake Claims and misleading information
Advertises and marketing endorsements
Advertises and marketing endorsements
Inhibiting pressures
Inhibiting pressures
Inhibiting pressures
Purchasing Healthy
Food Products
Purchasing Healthy
Food Products
Purchasing Healthy Food Products
Self Motivation to eat healthy
Self Motivation to eat healthy
Social Media trends (eg. Keto diet, makhana trend)
Social Media trends (eg. Keto diet, makhana trend)
Peer influences by health conscious people
Peer influences by health conscious people
Ease of Accessibility and availability of healthy snacks
Ease of Accessibility and availability of healthy snacks
Health conditions that promotes healthy diet
Health conditions that promotes healthy diet
Healthy Eating Habits and traditions
Healthy Eating Habits and traditions
Advertisements that highlight healthy eating
Advertisements that highlight healthy eating
Promoting pressures
Promoting pressures
Promoting pressures
Target Behavior statement
Target Behavior statement
The behavior of buying junk items by health conscious adults, who wish to eat & purchase healthy foods , due to misleading factors like social influences , false marketing and peer pressure into making more mindful purchase decisions.
The behavior of buying junk items by health conscious adults, who wish to eat & purchase healthy foods , due to misleading factors like social influences , false marketing and peer pressure into making more mindful purchase decisions.
Target Audience :
Target Audience :
Health conscious adults who wish to purchase/ eat healthy foods
Health conscious adults who wish to purchase/ eat healthy foods
Limitation :
Limitation :
Manipulated into buying unhealthy packaged products due to false marketing
Manipulated into buying unhealthy packaged products due to false marketing
Behavior Change :
Behavior Change :
Make informed purchase decisions based on nutrition content
Make informed purchase decisions based on nutrition content
How Might We?
How Might We?
Based on our insights, asking ‘how might we’ to ideate solutions
Based on our insights, asking ‘how might we’ to ideate solutions
How might we increase the promoting factor of self motivation (to buy and eat healthy foods only) while purchasing packed food ?
How might we increase the promoting factor of self motivation (to buy and eat healthy foods only) while purchasing packed food ?
A whats app chat bot that keeps the user motivated with fun reminders. It can include a community of people who motivate each other to eat healthy.
A social media channel that collectively nudges users to follow healthy snacking habits.
Creating articles of day-to-day use that motivate buyers.
How might we reduce the inhibiting pressure of misinformation (fake claims and misleading advertisements) that lead to purchase of unhealthy food products under the pretext of healthy?
How might we reduce the inhibiting pressure of misinformation (fake claims and misleading advertisements) that lead to purchase of unhealthy food products under the pretext of healthy?
Reveal the true face of the product and its nutrition value (in a quick glance) for an informed decision.
Revamp the packaging to integrate a QR code that gives health related information of the product. (A idea by one of the participants)
A community that validates the rumors about health, sugar content, etc. in the society and create a trustable platform
How might we avoid unnecessary purchases of buyers that are a by-product of spontaneous cravings?
How might we avoid unnecessary purchases of buyers that are a by-product of spontaneous cravings?
Reduce the distractions during shopping by providing and constantly reminding the user of the shopping list
Create an engaging system that rewards the users for avoiding cravings and following healthy diet.
How might we help the customer not give in to peer pressure?
How might we help the customer not give in to peer pressure?
Reversing the social influences to buy healthy food instead of taste preference through social media trend setting.
create cool technology and gadgets for the purpose of healthy eating. (inspired from apple watch for fitness)
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Final Solution
Final Solution
@eatthetrend is a socially-driven movement hosted on Instagram through an account, aimed to target people’s unhealthy packaged food purchase habits through positive reinforcement, by implementing healthy eating as a culturally relevant and aspirational lifestyle.
@eatthetrend is a socially-driven movement hosted on Instagram through an account, aimed to target people’s unhealthy packaged food purchase habits through positive reinforcement, by implementing healthy eating as a culturally relevant and aspirational lifestyle.
Description
Description
This approach makes healthy eating fun and social by using trends, challenges, and nostalgia. It taps into peer validation and real-time feedback to make better food choices feel easy, rewarding, and part of everyday life.
This approach makes healthy eating fun and social by using trends, challenges, and nostalgia. It taps into peer validation and real-time feedback to make better food choices feel easy, rewarding, and part of everyday life.
Targeted Behavior → Changed Behavior:
Targeted Behavior → Changed Behavior:
Mindless purchase of unhealthy packaged food products → Conscious, healthy and controlled food choices
Mindless purchase of unhealthy packaged food products → Conscious, healthy and controlled food choices
Targeted inhibiting factors:
Targeted inhibiting factors:
Time crunch, low motivation, junk cravings, misleading packaging, and unhealthy trends driven by advertisements, peer influence and other social standards.
Time crunch, low motivation, junk cravings, misleading packaging, and unhealthy trends driven by advertisements, peer influence and other social standards.
Aim
Aim
: Platform building through streaks and Reward
: Platform building through streaks and Reward
Tagging friends as a part of challenges
Tagging friends as a part of challenges
Celebrity Posts
Celebrity Posts
Tagging friends as a part of challenges
Tagging friends as a part of challenges
The platform builds a sense of community by encouraging users to tag friends’ account in their meal prep posts, participate in rituals, and celebrate wins, so that it is a collective initiative. It also enables users to participate in challenges with their friends.
Top contributors or creative entries are rewarded and featured regularly. Famous personalities, fitness experts, or influencers occasionally join the platform’s rituals or challenges and share their own healthy routines. These endorsements are used to boost visibility and credibility.
The platform builds a sense of community by encouraging users to tag friends’ account in their meal prep posts, participate in rituals, and celebrate wins, so that it is a collective initiative. It also enables users to participate in challenges with their friends.
Top contributors or creative entries are rewarded and featured regularly. Famous personalities, fitness experts, or influencers occasionally join the platform’s rituals or challenges and share their own healthy routines. These endorsements are used to boost visibility and credibility.
This uses social proof and social reinforcement to promote behavior change.
This uses social proof and social reinforcement to promote behavior change.
How?
How?
Weekly health challenges like ‘No Sugar Week’ or ‘Thali Thursday’ use fun hashtags and visuals to boost engagement. They tap into goal-setting and social influence, making users feel part of a shared journey. Gamification adds motivation, while ready snack alternatives reduce unhealthy impuls
Weekly health challenges like ‘No Sugar Week’ or ‘Thali Thursday’ use fun hashtags and visuals to boost engagement. They tap into goal-setting and social influence, making users feel part of a shared journey. Gamification adds motivation, while ready snack alternatives reduce unhealthy impuls
Instagram Posts with challenges, for ex: ThaaliThursday- Showcases balanced Indian thalis to promote portion control and healthy eating using familiar foods, and MealMakeoverMonday-Reimagines junk meals into healthier versions without sacrificing taste.
Instagram Posts with challenges, for ex: ThaaliThursday- Showcases balanced Indian thalis to promote portion control and healthy eating using familiar foods, and MealMakeoverMonday-Reimagines junk meals into healthier versions without sacrificing taste.
How?
How?
The platform uses streak tracking to encourage consistent healthy habits like meal prep or avoiding junk food. Visual rewards tap into commitment and the endowment effect—once users build a streak, they're motivated to keep it going.
The platform uses streak tracking to encourage consistent healthy habits like meal prep or avoiding junk food. Visual rewards tap into commitment and the endowment effect—once users build a streak, they're motivated to keep it going.
Trend Details :
Trend Details :
Weekend Reset Ritual
The Sunday Reset Ritual encourages prepping ingredients for the week—like chopping veggies or storing fruits—to make healthy cooking quicker and easier. It promotes consistency, family bonding, and reduces weekday decision fatigue by turning weekend prep into a simple habit.
Weekend Reset Ritual
The Sunday Reset Ritual encourages prepping ingredients for the week—like chopping veggies or storing fruits—to make healthy cooking quicker and easier. It promotes consistency, family bonding, and reduces weekday decision fatigue by turning weekend prep into a simple habit.
Limitations :
Limitations :
Behavior change depends on active participation and consistent engagement.
Doesn’t provide real-time tracking or nutritional analysis.
Relies heavily on social media trends, which may lose momentum over time.
May not reach users who aren’t active on Instagram.
Behavior change depends on active participation and consistent engagement.
Doesn’t provide real-time tracking or nutritional analysis.
Relies heavily on social media trends, which may lose momentum over time.
May not reach users who aren’t active on Instagram.
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Note & Tote
Note & Tote
@note&tote A functional yet subtle intervention where tote bags act as cognitive nudges during shopping.
@note&tote A functional yet subtle intervention where tote bags act as cognitive nudges during shopping.
Description
Description
Note & Tote uses everyday tote bags with gentle prompts like “Stick to your list!” to subtly nudge healthier choices while shopping. These simple reminders help influence in-the-moment decisions in grocery stores.
Note & Tote uses everyday tote bags with gentle prompts like “Stick to your list!” to subtly nudge healthier choices while shopping. These simple reminders help influence in-the-moment decisions in grocery stores.
Targeted Behavior → Changed Behavior:
Targeted Behavior → Changed Behavior:
Mindless and impulsive purchases of unhealthy packaged food → Thoughtful, list-based, and health-conscious food decisions.
Mindless and impulsive purchases of unhealthy packaged food → Thoughtful, list-based, and health-conscious food decisions.
Targeted inhibiting factors:
Targeted inhibiting factors:
Time pressure, Cravings and taste preferences, Lack of self-motivation, Disconnection between long-term health goals and in-store decisions
Time pressure, Cravings and taste preferences, Lack of self-motivation, Disconnection between long-term health goals and in-store decisions
Expected Change in the Behavior of users?
Expected Change in the Behavior of users?
The green tote acts as both a style statement and a health cue.
Its color primes thoughts of wellness and sustainability.
Printed prompts nudge shoppers to make healthier choices.
Carrying it reinforces a mindful, health-conscious identity.
In public, it signals eco-awareness, encouraging consistent behavior.
The green tote acts as both a style statement and a health cue.
Its color primes thoughts of wellness and sustainability.
Printed prompts nudge shoppers to make healthier choices.
Carrying it reinforces a mindful, health-conscious identity.
In public, it signals eco-awareness, encouraging consistent behavior.
Limitations
Limitations
Behavioral shift is indirect. It relies on personal commitment rather than real-time tracking.
Impact depends on consistent bag usage.
Behavioral shift is indirect. It relies on personal commitment rather than real-time tracking.
Impact depends on consistent bag usage.
Supporting Research & Links:
Supporting Research & Links:
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Scan to reveal the true face
Scan to reveal the true face
Misleading packaging often leads to unhealthy food choices. A hybrid mobile and smartwatch tool gives clear, trustworthy insights before purchase. With nudges, list tracking, and healthy alternatives, it helps users shop smarter and healthier.
Misleading packaging often leads to unhealthy food choices. A hybrid mobile and smartwatch tool gives clear, trustworthy insights before purchase. With nudges, list tracking, and healthy alternatives, it helps users shop smarter and healthier.
Who are the users?
Who are the users?
Users who want a quick, reliable assistant during grocery runs without relying solely on willpower.
Users who want a quick, reliable assistant during grocery runs without relying solely on willpower.
Targeted Behavior → Changed Behavior:
Targeted Behavior → Changed Behavior:
→ In-the-moment decision-making improves through repeated exposure to health ratings.
→ Users begin to prefer healthier products even without system prompts.
→ Shopping becomes intentional rather than reactive.
→ Long-term habit development rooted in continuous micro-learning.
→ In-the-moment decision-making improves through repeated exposure to health ratings.
→ Users begin to prefer healthier products even without system prompts.
→ Shopping becomes intentional rather than reactive.
→ Long-term habit development rooted in continuous micro-learning.
Targeted inhibiting factors:
Targeted inhibiting factors:
→ Misleading packaging and health halos.
→ Lack of time and patience to read nutritional info.
→ Impulse buying driven by in-store promotions.
→ Confusion over what’s genuinely healthy.
→ Misleading packaging and health halos.
→ Lack of time and patience to read nutritional info.
→ Impulse buying driven by in-store promotions.
→ Confusion over what’s genuinely healthy.
Screen Flow On Smart Watch
Screen Flow On Smart Watch
Screen Flow On Smart Watch
Screen Flow for a Mobile Application
Screen Flow for a Mobile Application
Screen Flow for a Mobile Application
Limitations
Limitations
→ Manual scanning of each item can feel effortful in bulk shopping.
→ Suggested healthier alternatives may not always be available.
→ Some users may rely more on mobile, limiting smartwatch’s instant-feedback benefits.
→ Consistent use is needed to see lasting behavioral change.
→ Manual scanning of each item can feel effortful in bulk shopping.
→ Suggested healthier alternatives may not always be available.
→ Some users may rely more on mobile, limiting smartwatch’s instant-feedback benefits.
→ Consistent use is needed to see lasting behavioral change.
CONCLUSION
CONCLUSION
Food choices are strongly influenced by social norms and cues.
Group support is more effective than relying on individual willpower.
Rituals, visual reminders, and short-term goals nudge healthier habits.
Shared and rewarded behaviors boost motivation and belonging.
Repeated healthy actions shape a new self-image, sustaining long-term change.
Food choices are strongly influenced by social norms and cues.
Group support is more effective than relying on individual willpower.
Rituals, visual reminders, and short-term goals nudge healthier habits.
Shared and rewarded behaviors boost motivation and belonging.
Repeated healthy actions shape a new self-image, sustaining long-term change.
LEARNINGS
LEARNINGS
Learned how human behavior is influenced by habits, emotions, and social factors.
Understood how to identify and analyze behavior patterns through research.
Used surveys, interviews, and toolkits to gather real insights.
Applied psychology principles to design a behavior-change solution.
Created a social media-based concept to promote healthy eating habits.
Learned to turn research into real, impactful ideas.
Learned how human behavior is influenced by habits, emotions, and social factors.
Understood how to identify and analyze behavior patterns through research.
Used surveys, interviews, and toolkits to gather real insights.
Applied psychology principles to design a behavior-change solution.
Created a social media-based concept to promote healthy eating habits.
Learned to turn research into real, impactful ideas.