September 14, 2025 – A new Croatian agency called TASTE, focusing on R&D, strategy and marketing services for the Food, Retail and Hospitality sectors, is presenting for the first time at Zagreb Design Week.
Why do we prefer some products and restaurants over others? Why do we keep coming back to one and simply forget about others?
Most design in the food industry boils down to our five senses and function – especially vision, which often has a stronger influence than all the other senses combined. But when it comes to food, the story goes much deeper. While food itself is based on the sense of taste (and smell), how we present and sell it relies primarily on the sense of sight, occasionally hearing, and only partially touch.
Isn’t it interesting that what we choose “for the palate” is actually what we bring with our eyes?
Even more interesting is that in food, psychological and social factors are not an aggravating factor, but an extenuating one. They give us additional tools and ways to convey the value of a product or service – to show that something is delicious, valuable, and a place worth visiting again. It is these hidden influences that are crucial in deciding whether a product will become a bestseller or remain unnoticed, whether a restaurant will become a favorite choice of guests or will fade from memory.
The lecture Psychology of Delicious Design at Zagreb Design Week reveals how design and psychology shape the way we experience food products and services. It will be interesting for everyone – both consumers who want to better understand their own everyday choices – and those who work with food: food designers and marketers, manufacturers, restaurateurs and anyone who wants their product or place to be recognized and chosen.
Vanja Varga is a psychologist with over 10 years of experience in the food industry. Specializing in consumer behavior, design and marketing that connects to real business, she creates delicious design and memorable experiences. She is the co-founder of TASTE. – a bold agency that provides a full service, from research and development to strategic and marketing expertise, in the food industry, retail and hospitality.
You can learn more about TASTE on the official website.
