I was invited by Petra to talk about the Human Factor, the main topic of Identità Golose 2018, from a Food Designer point of view. In the food industry, the humanity is the most important factor and Food Design can be a useful tool to translate different languages and point of views and put them together, it’s a kind of glue able to connect the producer with the consumer reinforcing the relationship between them. The quality research that a designer makes, it’s the key to get insight from the consumer or the producer/chef; tools like interviews, journey and empathy map, framework, collages and others more are fundamental to get emotional and behaviour insight. Take this in mind and now imagine how powerful can be an experience designed based on this values and how it can change our mindset. In my opinion, the link between food and the human factor is the empathy (a word that for me has a big value), that is able to shape the perception of food we have transmitting emotion and not just a good taste.