Human Factors of Paqui's One Chip Challenge

This is an evaluation of human factors applied to a novelty food item: Paqui’s “One Chip Challenge.”

Consider these human factors:

Physical Factors


- Casket shaped box, with thumb-sized semicircular cutouts

- Single envelope, with tear-open notch for easy opening

Cognitive Factors


- Grim Reaper and red skull imagery to emphasize spicy content

- Interior and exterior text warn users of what to expect

Emotional Factors


- The anticipation of something spicy

- Discomfort, pain, endorphins

- Relief and a sense of accomplishment