The impact of color on food choice

Abstract

In addition to preserving the goods, packaging captures potential buyers' attention, provides information about product benefits, changes consumer beliefs, and increases the chances of a sale. Thus, this review aimed to provide information on the impact of color perception on food packaging by consumers. Using color on packaging results in product differentiation, increasing the advantage over others and building sales loyalty and emotional connections. Besides the product color, the colors of its packaging can play an essential role in the perception of product taste, as people tend to create associations of specific colors with specific products and associations with particular tastes.

Keywords:
Coloring; Purchase decision; Food packaging; Purchase profile; Attractive packaging; Sensory analysis

HIGHLIGHTS

• The colors on packaging significantly influence consumers' choice of food

• Each type of color associated with a product has a unique meaning

• Consumers have come to add value to more product information on the packaging