Report: Visual communication in the food industry and HoReCa and purchasing decisions for Poles

  • Magda Malutko

    Creator of the Food and Design project and owner of a production studio and creative agency Od kuchni, specializing in communication of brands from the food & lifestyle sector. She has been involved with marketing in the HoReCa and FMCG industries for more than 10 years. She worked among others in an agency serving a major brand from the FMCG sector, in a culinary magazine, and also – as a marketing manager – was responsible for the communication of three major gastronomic festivals in Poland. In addition to extensive professional experience, she also has a unique specialized education. She is a graduate of two areas of study: journalism with a specialty in "promotion and advertising" and design with a specialty in "food design".

  • The aim of the study was to find out whether and to what extent the appearance and way of visualizing food and food packaging affects purchasing decisions clients. In addition, we also looked at the role that food advertising and new trends in nutrition play in this process.

    Every day we work on creating a visual communication of the creative agency's clients from the kitchen and we know how important its quality is-both verbal and visual communication. So we decided to check whether the Poles share our opinion... and it worked!

    People eat with their eyes, and we have proof of this!

    The study was conducted on a nationally representative sample of Poles 18-65 years of age using the CAWI method (self-completed online surveys) on the research panel ePanel.pl, an ARC-owned marketplace and opinion.

    Magda Malutko

    Creator of the Food and Design project and owner of a production studio and creative agency Od kuchni, specializing in communication of brands from the food & lifestyle sector. She has been involved with marketing in the HoReCa and FMCG industries for more than 10 years. She worked among others in an agency serving a major brand from the FMCG sector, in a culinary magazine, and also – as a marketing manager – was responsible for the communication of three major gastronomic festivals in Poland. In addition to extensive professional experience, she also has a unique specialized education. She is a graduate of two areas of study: journalism with a specialty in "promotion and advertising" and design with a specialty in "food design".

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