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Co-Creation with Consumers for Packaging Design Validated through Implicit and Explicit Methods: Exploratory Effect of Visual and Textual Attributes López-Mas, Laura Claret, Anna Bermúdez, Alejandra Llauger, Mar Guerrero, Luis Indústries Alimentàries Qualitat i Tecnologia Alimentària Funcionalitat i Seguretat Alimentària 663/664 Packaging is no longer a mere structural element that only aims to preserve foods, but it is also a powerful marketing tool able to affect product perception, purchase decision and consumers’ food choices. Incorporating consumers’ voices into packaging design through co-creation could maximise its impact on the market. The main goal of this exploratory study was to test the usefulness of co-creation with consumers for packaging design. For that purpose, a survey with 200 Spanish participants was conducted to find out which of the presented visual and textual packaging attributes were the most appropriate. A validation study with 40 participants using implicit (eye tracker, galvanic skin response and automatic facial expression analysis) and explicit measurements was used to test the packaging co-created by consumers against some of its possible competitors in the market. The co-creation process with consumers allowed for the identification of the visual and textual attributes, among the available options, that best fit their preferences, whereas the validation process confirmed that the packaging design co-created by consumers was equally or even preferred over the competitors. The information gathered might help designers and marketers to guide the packaging design for fish products in the Spanish market. info:eu-repo/semantics/publishedVersion 2022-04-19 info:eu-repo/semantics/article López-Mas, Laura, Anna Claret, Alejandra Bermúdez, Mar Llauger, and Luis Guerrero. 2022. "Co-Creation With Consumers For Packaging Design Validated Through Implicit And Explicit Methods: Exploratory Effect Of Visual And Textual Attributes". Foods 11 (9): 1183. doi:10.3390/foods11091183. 2304-8158 http://hdl.handle.net/20.500.12327/1793 https://doi.org/10.3390/foods11091183 eng Foods EC/H2020/727315/EU/Mediterranean Aquaculture Integrated Development/MedAID Attribution 4.0 International http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess 22 MDPI