When it comes to food, one thing that people rarely think about is design. Food has always been designed by someone, although most of the time, especially in the past, it was not designed on purpose. Food design depended on circumstances and making it easier to make or eat. When design became part of the conscious process, it was mostly focused on packaging, colors, logos, etc.
But these days, with the increase in competition when it comes to food companies, a lot of people started to get serious about design in the food industry. One of the prime examples of this is the Rana Company, a fresh pasta company lead by Giovanni and his son Gian Luca Rana. He designed and produced new machines which were targeted at producing the best pasta possible. A few years ago, the Rana company also started listening to the demands of customers and the market and launched a range of meals which were ready-made and targeted to customers who didn’t have a lot of time to cook.
This is just one of the examples of the influence of smart design in the food industry. To be successful, food designers have to really take into account what customers want and use new technologies and systems to deliver a great product people will want.
Although design has been greatly underestimated in the food industry, now things are changing. The example of the Giovanni and Gianluca Rana Company isn’t the only one. Many companies have started researching the market and adjust their designs according to its needs, such as La Molisana (italian brand about dry pasta) and Peroni (italian bier brand now owned by britons). This leads to valuable innovation and great leaps in the food industry. Design, technology and business are joining forces more and more to drive the industry to new heights. With more and more companies allowing design teams to sit on boards and play a role in defining and executing crucial strategies, food design has improved greatly.
So the next time you see a food you like, take into consideration that it took teams of people to design the product after researching if it is something the customers want. And if you like it, you know they have succeeded.