Visual Cues – The Influence of Labels on Taste Perception

In our previous post, we mentioned a sensory research study that showed that test subjects were more influenced by the appearance of a brand label than they were by the actual taste of the product. This indicates another level of visual cue beyond the color and appearance of the food itself that affects people’s preference.

Some marketers would say that color is the most important of all the visual cues a package incorporates. Consumers have only seconds to make a purchasing decision in the supermarket, and color registers much faster than text or complex graphics.

Colors trigger psychological connections to emotional states, so they need to make the right connection for the product and the brand. You’ll notice that in some parts of the grocery store, like the cereal or the candy aisles, the colors on the packages are bright and bold, conveying a sense of energy and fun. But products designed for a more sophisticated consumer, such as wine and gourmet items, dipping oils and tapenades, need to appeal on a different level, with colors that convey flavor and distinction.

Package color is influenced by food trends, as well. Though historically, green was rarely used on food packaging, (perhaps because of an association with mold?), it has become a popular color for products that want to reflect a healthy or environmentally friendly message. Blue is still used mainly for milk and water.

Additional visual cues include other graphic design elements such as typefaces, logos and illustrations or photos. These components combine to communicate the brand’s image, and do so even more within the completed design.

Finding the right food consultants means gaining a teammate and a valuable food business resource to help make sure that all of these factors are taken into account with your product.