Color Psychology of Beverage Ingredients

A beverage’s color can create a perception of quality and taste before a person even consumes it, ultimately influencing a buyer’s purchasing decision. Because of this psychology, beverage companies often put a significant amount of time and resources into determining the best product color, especially if it’s outside the norm of a specific category.

How Beverage Ingredient Colors Affect Consumer Perception

Here’s a glance at some various beverage ingredient colors and how their psychology can affect a consumer’s perception:

• Red: Because consumers often associate red with vigor, good health and love, it’s an ideal appetite accelerator and the perfect color for food and drinks. Red can also increase a person’s temperature and blood pressure, leading to a rise in thirst.
• Blue: Blue is not likely to make someone thirsty or hungry because people view it as an appetite suppressant. Some weight loss plans go as far as recommending using a blue plate to decrease hunger. If you’re developing a food product and want consumers to buy more, you might want to avoid blue.
• Green: Green is a perfect color for representing nature, good health and clean living. Consumers prefer green beverages, food and products in green packaging because they perceive them as healthy and more sustainable.
• Yellow: The human brain often processes yellow the fastest and perceives it as a stimulant, much like red. In addition to stimulating thirst and hunger, yellow can promote happiness and optimism, making a person feel content with their beverage’s taste.
• Orange: Because most people associate orange with orange juice and citrus, it creates an acidic perception that frequently represents explorative personalities and adventure. Orange also promotes a sense of freshness and affordability.
• Black: Consumers generally perceive black as dominant, persuasive and consistent, envisioning two of the most popular beverages on the planet — cola and coffee. Because of these associations, consumers also view black as a reliable and consistent color.
• White: Milk stands alone as the most dominant white beverage. Consumers typically envision purity, goodness and innocence when they see white. Using a white beverage container also persuades buyers to think a product does not contain many ingredients.
• Purple: People often associate purple with indulgence and luxury, as evident by the expensive gems and luxurious robes worn by fictitious kings and queens. Because of this perception, beverage companies prefer purple for a product rich in a berry or grape flavor.