Packaging Colour and Taste!

Wang and Chang report that their “study takes popcorn packaging as an example to explore the impact of packaging colour on consumers’ taste perception and preference evaluation. . . . Four experimental package design colours (red, blue, yellow, and white) and three popcorn tastes (sweet, salty, and tasteless) were used. . . . The results of this study indicated that . . . yellow and red packaging are suitable for a sweet product, blue is suitable for a salty product, and white is suitable for a tasteless product.”

Ching-Yi Wang and Fei-Ya Chang.  2022. “The Influence of Packaging Colour on Taste Expectations and Perceptions.” COLOUR Research and Application, vol. 47, no. 6, pp. 1426-1441, https://doi.org/10.1002/col.22812