Colour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgments of specialty coffee

Extrinsic attributes that drive consumer purchase of block mozzarella

Consumer demand for cheese continues to increase with mozzarella being one of the primary cheeses in the US The objective of this study was to understand the impact of extrinsic attributes on consumer desires for block mozzarella cheese. An online survey was conducted with mozzarella consumers (n = 437). Adaptive Choice-Based Conjoint (ACBC) and Kano modeling were utilized to determine the importance of attributes applicable to block mozzarella. Maximum Difference (MXD) scaling was applied to further quantify the appeal of 23 label claims/messages. Subsequently, 2.5-h immersive qualitative focus groups were conducted (n = 28 consumers) that included mozzarella usage occasion discussion, naming identification, block mozzarella sorting, label discussion, and group tasting. Survey data were evaluated by univariate and multivariate statistics. The ideal block mozzarella for consumers was made from whole milk, had a firm texture/shreds well, block/bar shape, with a resealable package and farmer owned labeling. Milkfat amount and label claims were the most important attributes (P < 0.05) across all consumers from conjoint analysis. Consumers found "produced without added hormones," "made with milk from our pasture-raised cows," and "made locally" to be the most appealing label claims. Consumer segmentation identified a Natural Cluster (n = 243) which assigned high utility to claims such as "all natural" and "organic" while the Flavor Cluster (n = 194) assigned high utility to "established business for more than 75 years" and "#1 in Italy." Melt was a must-have attribute for mozzarella consumers while easy to shred and slice was a performance attribute. Block mozzarella is generally a price-driven product, except for special occasions where consumers seek out block mozzarella that they perceive to be of higher quality.

Effect of packaging label color on consumer perception of Greek protected designation of origin table olives "Kalamata"

Kalamata table olives are a widely exported Greek protected designation of origin (PDO) product with distinct organoleptic profile. This study aimed to evaluate the effect of label color on the flavor perception of pasteurized and unpasteurized Kalamata PDO olives. Consumer perception was assessed in two studies. First, four packaged products with green, blue, red, and purple labeling were assessed by participants (n = 106) for preference using rating scales, and emotional profiles were obtained using a check-all-that-apply list of 33 emotions developed in language native to the participants (Greek). The green label resulted to more positive emotion profiling of olive products (i.e., "healthy," "pleased," and "satisfied" with mean scores correspondingly equal to 2.99, 2.95, and 2.87), and red labeled olives resulted to willingness to pay more. In the second study, unpasteurized and pasteurized olives in red and green labeled glass jars were sensorially assessed by participants (n = 124) using rating scales, showing that green labeled products are liked most (mean scores; 5.12 and 5.12), whereas red labeled was scored less (mean scores; 4.96 and 4.67), along emotion profiles with emojis. Principal component analysis of emotional reactions revealed grouping of samples based only on pasteurization/no pasteurization, without been affected by the color of the label, and did not relate to the liking scores. The results showed that sensory perception of olives is significantly affected by the color of packaging (p-value <0.05) due to emotional reactions and color of packaging can enhance the perception of olives' quality as improvement of the processing is limited by the PDO status.

Affordances and curvature preference: The case of real objects and spaces

Chuquichambi and colleagues recently questioned the prevailing belief that a universal human visual preference exists for curved shapes and lines. Their comprehensive meta-analysis demonstrated that while curvature preference is widespread, it is not universally constant or invariant. By revisiting their dataset, we made an intriguing discovery: a negative relationship between curvature preference and an object's "affordances." Taking an embodiment perspective into account, we propose an explanation for this phenomenon, suggesting that the diminished curvature preference in objects with abundant affordances can be understood through the lens of embodied cognition.

How universal is preference for visual curvature? A systematic review and meta-analysis

Evidence dating back a century shows that humans are sensitive to and exhibit a preference for visual curvature. This effect has been observed in different age groups, human cultures, and primate species, suggesting that a preference for curvature could be universal. At the same time, several studies have found that preference for curvature is modulated by contextual and individual factors, casting doubt on this hypothesis. To resolve these conflicting findings, we conducted a systematic meta-analysis of studies that have investigated the preference for visual curvature. Our meta-analysis included 61 studies which provided 106 independent samples and 309 effect sizes. The results of a three-level random effects model revealed a Hedges' g of 0.39-consistent with a medium effect size. Further analyses revealed that preference for curvature is moderated by four factors: presentation time, stimulus type, expertise, and task. Together, our results suggest that preference for visual curvature is a reliable but not universal phenomenon and is influenced by factors other than perceptual information.

Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis

With the growing consumption market of yogurt products, the continuous innovation of packaging design has become the major means of enterprise marketing for fast-moving consumer goods. Because different combinations of packaging design elements affect the consumers in different ways, the contradiction between the product packaging design and consumer demand has impacted the further development of these products’ marketing. To explore the relationship between the constituent elements of yogurt packaging design and consumer preferences, four kinds of factors to the purchased products’ attributes were selected from the packaging design, including the graphics, packaging colors, packaging shapes and label texts. The consumers’ preferences for different attributes of yogurt packaging design were quantitatively evaluated by the Conjoint Analysis Method (CAM). Consumers showed the strongest preference for yogurt packaging shapes (39.017%), and were the most satisfied with the concrete graphics of cool colors (31.330%); the level combination of attributes most preferred by consumers is that of concrete graphics, cool colors, gable-top boxes and simple labels. The packaging design satisfying consumer preferences gave rise to positive purchase attitudes. Such research results facilitated the understanding of the consumption market and provided the theoretical support necessary for the development of yogurt packaging design to match the consumers’ preferences.

Review on factors affecting coffee volatiles: from seed to cup

The objective of this review is to evaluate the influence of six factors on coffee volatiles. At present, the poor aroma from robusta or low-quality arabica coffee can be significantly improved by advanced technology, and this subject will continue to be further studied. On the other hand, inoculating various starter cultures in green coffee beans has become a popular research direction for promoting coffee aroma and flavor. Several surveys have indicated that shade and altitude can affect the content of coffee aroma precursors and volatile organic compounds (VOCs), which remain to be fully elucidated. The emergence of the new roasting process has greatly enriched the aroma composition of coffee. Cold-brew coffee is one of the most popular trends in coffee extraction currently, and its influence on coffee aroma is worthy of in-depth and detailed study. Omics technology will be one of the most important means to analyze coffee aroma components and their quality formation mechanism. A better understanding of the effect of each parameter on VOCs would assist coffee researchers and producers in the optimal selection of post-harvest parameters that favor the continuous production of flavorful and top-class coffee beans and beverages. © 2021 Society of Chemical Industry.

Do the Colors of the Label and the Sweetening Agent Information Influence the Sensory Expectations Consumer? A Case Study with Skyr-Type Yogurt

The objective of this research was to evaluate the sensory expectation and buying intention of consumers from different Brazilian regions for skyr-type yogurt based on the colors and sweetener on its label. Ten images of skyr mango yogurt labels were created varying in color (orange, white, yellow, blue, and green) and sweetening agent (sucrose and natural sweeteners). Consumers (151 consumers) were asked to rate their expectation for the ideal of sweetness, healthiness, acceptance, and buying intention. Labels containing the information “sweetened with sucrose” had a higher percentage of expectation of sweeter than ideal. Label color and sweetening agent had a significant effect on the expectation of acceptance, with a higher percentage for yogurt sweetened with natural sweeteners. There were not statistical differences (p > 0.05) between the labels regarding expected healthiness. Results also showed that consumers had a low level of familiarity with skyr-type yogurts, but it is presented as a healthy yogurt alternative.

Edible Biopolymers-Based Materials for Food Applications-The Eco Alternative to Conventional Synthetic Packaging

The problem of waste generated by packaging obtained from conventional synthetic materials, often multilayer, has become more and more pressing with increasing consumption. In this context, nature and humanity have suffered the most. In order to address this phenomenon, global and European organizations have launched and promoted programs and strategies. Replacing petroleum-based packaging with biopolymer packaging has proven to be a real alternative. Thus, the substitution of plastics with biodegradable, non-toxic, edible materials, which can be obtained from marine or agro-industrial waste, is of interest. In the present study, we aimed to develop natural edible materials, obtained entirely from biopolymers such as agar and sodium alginate and plasticized with glycerol and water. Designed to be used for food and food supplements packaging, they can be completely solubilized before consumption. The films were developed through a casting method and were tested in order to identify the physical, optical, and solubility properties. According to the results, the most suitable composition for use as a hydrosoluble packaging material contains agar:alginate:glycerol in a 2:1:1 ratio. The microstructure indicates a homogeneous film, with low roughness values (Rz = 12.65 ± 1.12 µm), high luminosity (92.63), above-average transmittance (T = 51.70%), and low opacity (6.30 A* mm⁻¹). The obtained results are of interest and highlight the possibility of substituting intensely polluting materials with those based on biopolymers.

Sonic Seasoning and Other Multisensory Influences on the Coffee Drinking Experience

The coffee drinking experience undoubtedly depends greatly on the quality of the coffee bean and the method of preparation. However, beyond the product-intrinsic qualities of the beverage itself, there are also a host of other product-extrinsic factors that have been shown to influence the coffee-drinking experience. This review summarizes the influence of everything from the multisensory atmosphere through to the sound of coffee preparation, and from the typeface on the coffee packaging through the drinking vessel. Furthermore, the emerging science around sonic seasoning, whereby specific pieces of music or soundscapes, either pre-composed or bespoke, are used to bring out specific aspects in the taste (e.g., sweetness or bitterness) or aroma/flavor (nutty, dark chocolate, dried fruit notes, etc.) of a coffee beverage is also discussed in depth. Relevant related research with other complex drinks such as beer and wine are also mentioned where relevant.

Influence of expectations on the level of liking of a local coffee in Mexico

BACKGROUND

In Mexico, coffee activity is mainly carried out in indigenous zones, involving almost one million people. However, local national coffee consumption is low. This article focuses on the analysis of the effect of consumers' expectations as well as some sociodemographic characteristics on the level of liking of Mexican local coffee. Four coffees from three indigenous zones of Hidalgo, Mexico were evaluated using a nine-point hedonic scale. The samples were evaluated under three conditions: (i) blind, no information given to the consumer; (ii) expected, only information given to the consumer; and (iii) informed, giving information and product to the consumer.

RESULTS

The difference observed between expected and blind condition was significant (P < 0.005) for the three local coffees evaluated, indicating a negative disconfirmation. The local coffees were less appreciated than expected, since the information about the samples created high hedonic expectations among the consumers. The level of education and the place of residence of consumers had a significant influence on their level of liking. Based on demographic characteristics, three segments were found presenting a different pattern of liking.

CONCLUSIONS

Consumers had positive expectations towards the local coffee. The sociodemographic characteristics and aspects related to consumption, particularly the experience with the product, are decisive in the expectations concerning the local product. This investigation can be useful to generate marketing strategies according to the demands and needs of the market, making local products to be valued. © 2020 Society of Chemical Industry.

Olfactory-colour crossmodal correspondences in art, science, and design

The last few years have seen a rapid growth of interest amongst researchers in the crossmodal correspondences. One of the correspondences that has long intrigued artists is the putative association between colours and odours. While traditionally conceptualised in terms of synaesthesia, over the last quarter century or so, at least 20 published peer-reviewed articles have assessed the consistent, and non-random, nature of the colours that people intuitively associate with specific (both familiar and unfamiliar) odours in a non-food context. Having demonstrated such consistent mappings amongst the general (i.e. non-synaesthetic) population, researchers have now started to investigate whether they are shared cross-culturally, and to document their developmental acquisition. Over the years, several different explanations have been put forward by researchers for the existence of crossmodal correspondences, including the statistical, semantic, structural, and emotional-mediation accounts. While several of these approaches would appear to have some explanatory validity as far as the odour-colour correspondences are concerned, contemporary researchers have focussed on learned associations as the dominant explanatory framework. The nature of the colour-odour associations that have been reported to date appear to depend on the familiarity of the odour and the ease of source naming, and hence the kind of association/representation that is accessed. While the bidirectionality of odour-colour correspondences has not yet been rigorously assessed, many designers are nevertheless already starting to build on odour-colour crossmodal correspondences in their packaging/labelling/branding work.

Visual Design Cues Impacting Food Choice: A Review and Future Research Agenda

This review aims to tackle the challenge of understanding how visual design cues can affect behavioural outcomes in a food context. The review answers two key questions: (1) What are the effects of the most important visual design cues on behavioural outcomes and how can they be explained? (2) What are the research gaps in this area? We start from a comprehensive taxonomy of visual design cues delineating the most important visual design cues. Next, we evaluate the extant research based on a structured, narrative literature review on visual design cues in the food domain. We differentiate between object processed and spatially processed visual design cues in food choice contexts and show how they affect behavioural outcomes through a range of psychological processes (attention, affective-, cognitive- and motivational reactions, food perceptions and attitudes). We end with recommendations which take into account the current food store context, the state-of-art in measuring psychological processes and behavioural outcomes and the specific food-, person- and context-related moderators. This review offers guidance for research to untangle the complexity of the effect of visual design cues in a food choice context.

Wine psychology: basic & applied

Basic cognitive research can help to explain our response to wine, and the myriad factors that affect it. Wine is a complex, culture-laden, multisensory stimulus, and our perception/experience of its properties is influenced by everything from the packaging in which it is presented through the glassware in which it is served and evaluated. A growing body of experiential wine research now demonstrates that a number of contextual factors, including everything from the colour of the ambient lighting through to background music can exert a profound, and in some cases predictable, influence over the tasting experience. Sonic seasoning - that is, the matching of music or soundscapes with specific wines in order to accentuate or draw attention to certain qualities/attributes in the wine, such as sweetness, length, or body, also represents a rapidly growing area of empirical study. While such multisensory, experiential wine research undoubtedly has a number of practical applications, it also provides insights concerning multisensory perception that are relevant to basic scientists. Furthermore, the findings of the wine research are also often relevant to those marketers interested in understanding how the consumers' perception of any other food or beverage product can potentially be modified.