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Open Access Between attraction and aversion: How designers can use the concept of disgust to influence food consumption

This article is Open Access under the terms of the Creative Commons CC BY-NC-ND licence.

Disgust is a strong emotion of aversion. In the context of food, it is often referred to as a guardian of the mouth, preventing close contact with pathogens and the accidental consumption of poisons. However, disgust can also create a certain level of attraction and be part of positive experiences, even in the context of food. In this article, we discuss different ways of using disgust to influence eating behaviour and contribute to healthier food consumption. We outline ten different bridging concepts accompanied by various design exemplars on how to use disgust in the context of critical food design. In addition, we present four different lenses that can help to refine the design concepts.

Keywords: bridging concepts; critical design; design practice; disgust; food design; speculative design

Document Type: Research Article

Affiliations: 0000000120974740Delft University of Technology

Publication date: April 1, 2021

More about this publication?
  • The International Journal of Food Design (IJFD) is the first academic journal entirely dedicated to Food Design research and practice. We aim at creating a platform for researchers operating in the various disciplines that contribute to the understanding of Food Design.

    Although the journal is open towards different background disciplines, knowledge and expertise, it only focuses on collecting any Food Design-related research outcome: research that somehow combines food and Design. We define Food Design as simply the discipline that connects food and Design: Design applied to food and eating, or food and eating investigated from a Design perspective. In other words, among all knowledge on food and eating, we look at research where Design has an important role, and among all knowledge on Design, we look at research that focuses on aspects of food or eating.

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