Increasing public interest in healthy eating calls for thoughtfully designed food and packaging palettes to help food manufacturers appeal to the public. Image Source: Flickr user Dean Hochman
As the benefits of healthy living become increasingly evident, public interest in nutrition has exploded. From cleanses to low-carb to gluten-free diets, people care more about crafting carefully considered diets more than ever before. When it comes to choosing from the vast array of foods available on the market, visual appearance can profoundly impact consumer choices. In particular, color can affect perceptions of nutritional qualities.
This was vividly demonstrated last year when Burger King launched two burgers with black buns, cheese, and sauce in Japan. The response from American consumers was very negative, with Tweets like, “Finally #BurgerKing makes a burger the way your body sees it … disgusting and cancer-causing.” However, the black burgers were a success in Japan, which may be attributed to pre-existing cultural exposure to black foods such as squid ink, seaweed, and black walnut powder. Meanwhile, in the U.S. the color black is associated with death, disease, mold, and rancidity, prompting Americans to make assumptions not only regarding taste, but connect the black burgers to nutritional deficiencies.1 Understanding how color affects perceptions of nutrition amongst specific groups of consumers can help food manufacturers use color measurement to maximize appeal in today’s health-conscious marketplace.
The color of bread has a significant impact on the assumptions consumers make about its nutritional value. Image Source: Flickr user M Dreibelbis