The lecture will demonstrate how design shapes the way we experience food products and services. While sensory attributes such as color, shape, and texture are often emphasized, behind them lies a much broader and more powerful network of psychological and social forces that are rarely taken into account. Understanding these factors can make the difference between a product that attracts attention or goes unnoticed, and a place that becomes a favorite or is quickly forgotten.

Varga Vanja is a psychologist with over 10 years of experience in the food industry. Specializing in consumer behavior, design, and marketing connected to real business, she creates appealing designs and memorable experiences. She is the co-founder of TASTE – a bold agency that offers full-service support, from research and development to strategic and marketing expertise in the food industry, retail, and hospitality.