When you go shopping, you find that some of your food choices are made only according to the color of the packaging of the products? The aesthetics of the food packaging, and its coloring more precisely, would indeed direct the consumer to the hypothesis of what it contains, if the customer has not had the opportunity to taste the product.
The pale color of the packaging, a benchmark for health-conscious people
To arrive at these results, a team from the University of Kiel recruited 179 participants and showed them the same fresh herb cheese contained in two different packages: a dark green and a light green, so that they choose one, according to their preference.
During this experiment, the volunteers were not allowed to taste the food. The researchers found that the pale coloring was an important cue for health-conscious people, and the dark colors made food more appealing to individuals who didn’t care. good nutrition.
The pale color of the packaging could be a deterrent for some people
Conclusions published in the Journal of Retailing : the people less concerned by their health would suppose that the visually clearer product packaging would be less tasty. This color could then deter these people from buying.
Advice from researchers to agrifood companies: employing darker tones to compensate for a perceived decrease in taste by these people and thus make the healthy food as attractive as its less healthy competitor.
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