Tasty colours: The effects of food packaging colour on flavour, liking and buying intention.
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Learned associations between colours and flavours can influence our flavour perceptions. Previous studies examining the effects of the colours of plates, cups or the food itself have failed to connect with the practical implications these outcomes can have for marketers. Therefore, this study aimed to examine how food packaging colour influences flavour perceptions, liking and buying intention for a beverage that is consumed straight from its packaging. In a within-subjects design experiment, 61 participants tasted ten samples of sweetened and unsweetened juices in red, green, white and black packages and in transparent cups. The results were mixed, supporting some predictions but not others. Green affected perceived sweetness and sourness, red increased liking for the congruently matching sweetened juice, and liking and buying intention decreased for the black package. These outcomes can help marketers to improve their consumers’ consumption experience by communicating with the ‘right’ colour in their packaging design.
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