KERS

For many people, healthy eating is a sensible choice, yet it also has a reputation for being more expensive, requiring more effort and being less enjoyable. Unhealthy food, by contrast, is often associated with convenience, appeal and affordability. KERS explores how design can help change this perception: moving away from the overcooked Brussels sprouts you have to eat towards healthy food as an appealing choice. The project specifically focuses on people for whom healthy eating is not yet a habit or priority.

The project investigates what motivates people to make healthy food choices and what holds them back. In addition to health, it considers factors such as taste, convenience, price and habits, as well as differences between people and circumstances, including age, socioeconomic position and perceived stress. These insights are combined with actual purchasing behaviour at online supermarket Crisp to better understand different groups and what drives their choices.

Based on this knowledge, the creative industries will develop a range of design concepts inspired by strategies used to make unhealthy food appealing to consumers. Rather than focusing solely on the health benefits of a product, the designs may tap into positive emotions, taste, enjoyment, convenience and affordability. The concepts may include communication, nudging, recipes and changes to the design of the Crisp app.

The different designs will then be tested in Crisp’s online environment. This allows the project to directly measure which approaches work and for which groups, while designs can be adapted and retested throughout the research process. The knowledge gained will help the creative industries design more effectively for different target groups and can also be applied in other online supermarkets.

The results will be shared with the creative industries through a branding event and an openly accessible knowledge resource featuring supporting evidence and practical examples. Crisp can use the insights to encourage healthier eating habits among its customers, while designers can build on the knowledge developed in future projects. In this way, KERS aims to make healthy food more appealing and, ultimately, contribute to healthier lifestyles.

€154.301 in PPP-funding will be allocated to the project.