Effects of Package on Taste Perceptions for Fruit Juices (original) (raw)
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Package images modulate flavor perception for orange juice
Food Quality and Preference, 2010
Most food packages contain images as well as textual information. While the influence of textual information on flavor evaluation has been well studied, the influence of images remains unexplored. Thus, this study investigated how the valence and congruency of images on juice packages influence flavor evaluations. There were 85 participants divided between four experimental conditions: (1) pleasant/congruent, with pleasant orange pictures; (2) unpleasant/congruent, with unpleasant orange pictures; (3) pleasant/incongruent, with pictures of pleasant non-food objects; and (4) unpleasant/incongruent, with pictures of unpleasant non-food objects. In each condition, pictures were attached to cups filled with juice. The participants rated the palatability, goodness of aroma, sweetness, bitterness, sourness, richness, freshness, and artificiality of 6 samples of the same juice. Juices presented with pleasant images were rated as more palatable and fresh. Juices presented with congruent images were rated with better aromas. This data shows that images on juice packages influence flavor evaluation.
Foods
The aim of this study was to evaluate the influence of intrinsic product characteristics and extrinsic packaging-related factors on the food quality perception. Sensory and visual attention methods were used to study how consumers perceive the quality of commercial apple juices from four product categories: clear juices from concentrate, cloudy juices from concentrate, pasteurized cloudy juices not from concentrate, and fresh juices. Laboratory tests included the assessment of sensory liking in blind and informed conditions and expected liking based on packages only. The results showed that brand and package information have a large impact on consumers’ sensory perceptions and generate high sensory expectations. An innovative visual attention tracking technique was used in online experiments to identify packages and label areas on individual packages, which attracted consumer attention. During an online shelf test, consumers mostly focused on not from concentrate juices from local p...
Food Quality and Preference, 2021
Food appearance sets intentions and expectations. When designing packaged food much attention is devoted to packaging elements like color and shape, but less to the characteristics of the images used. To our awareness, no study has yet investigated how the appearance of the food shown on the package affects consumers' preferences. Often, orange juice packages depict an orange. Juiciness being one of the most important parameters to assess oranges' quality, we hypothesized that an orange with a juicier appearance on the package would improve the overall evaluation of the juice. Using image cues found to trigger juiciness perception of oranges depicted in 17th century paintings, we designed four orange juice packages by manipulating the highlights on the pulp (present vs. absent) and the state of the orange (unpeeled vs. peeled). In an online experiment, 400 participants, each assigned to one condition, rated expected naturalness, healthiness, quality, sweetness and tastiness of the juice, package attractiveness and willingness to buy. Finally, they rated juiciness of the orange for all four images. A one-way ANOVA showed a significant effect of the highlights on juiciness. A MANOVA showed that the presence of highlights, both in isolation and in interaction with the peeled side, also significantly increased expected quality and tastiness of the juice. The present study shows the importance of material perception and food texture appearance in the imagery of food packaging. We suggest that knowledge from vision science on image features and material perception should be integrated into the process of packaging design.
Packaging Technology and Science, 2018
Many food packages on the market show an image of the product contained inside or the ingredients with which the product was produced. During the packaging design process, it is the job of the designer or the marketing team to decide which specific image will be depicted on the packaging. This paper analyses the potential implications of this decision by studying the influence that the visual appearance of the product pictured on the packaging has on the way consumers perceive the product during consumption. Two packaging designs for apple sauce were created; the only variable was the visual appearance of the apple displayed: one showed a red apple and the other showed a green one. The 147 participants in this between-subjects experiment tasted and evaluated six product attributes (Sweet, Acidic, Intense Flavour, Healthy, Natural, and Quality) as well as Liking and Willingness to buy. The results of a MANOVA-Biplot analysis show that the visual appearance of the product pictured affects Liking, Willingness to buy, and some product attributes. In fact, a strong positive relationship was identified between the attribute Healthy and the perceived quality of the product with Liking and Willingness to buy; if one of these attributes scored higher, the higher score was extrapolated to the others. The study also shows that gender differences exist as these effects do not affect all consumers equally, with women being more sensitive to them than men. This paper discusses the implications of these results for the food industry, for packaging designers and for marketers.
Influence of packaging attributes on perception of juice: Eye-tracking study
Potravinarstvo Slovak Journal of Food Sciences, 2020
Today, consumers are increasingly aware of the impact that the fast and stressful way of life has on their health. They focus not only on physical activity, but also on a diet filled with fruits and vegetables. As a result, they often choose a tasty alternative which is one of the main sources of vitamins and nutrients - fruit juices. However, these products are often labeled as drinks with high amounts of sugar. Therefore, it is very important for these drinks to be perceived by the consumers as healthy and tasty, which is one of the most important features of their packages. Their goal is to appeal to customers, catch their attention and make them buy the product. One of the most convenient methods to study how packages appeal to customers is the eye-tracking method. The aim of this article is to find out how different attributes of packages can influence customers’ perception of the juice. The research was carried out in a form of eye-tracking experiment (A/B testing), which invo...
Design and packaging: An important factor in consumer behavior when buying juices
Economic Analysis
The primary purpose of this research is to investigate the consumers’ implicit taste associations (sweetness. freshness, and naturalness) towards the color of product packaging in the context of the non-alcoholic beverage product category – orange juice. Moreover, the current research aims to assess how incongruity, as opposed to congruity, between the color package and product color-code/norm may shape a consumer's evaluation (liking/disliking) of a product. The findings indicate that green appears to be the color that would lead to the highest perception of freshness and naturalness. In contrast, grey is the color implicitly associated with artificial flavors and perceived to be stale. The results of this study do not provide evidence for the existence of color/taste correspondences in terms of perceived sweetness. Also, findings suggest that incongruent (atypical) color package – white, might lead to more favorable consumer attitudinal responses than the product’s color-code ...
Package images modulate flavors in memory: Incidental learning of fruit juice flavors
Food Quality and Preference, 2012
The effect of package images on incidental flavor memory for fruit juice was investigated. Ninety-two participants were allocated to three experimental conditions: (1) apple-label, (2) peach-label, and (3) control-label. In each condition, participants tasted a target flavor stimulus, a 1:1 mixture of 100% pure apple juice and 100% pure peach juice with pictures attached to the cups. Ten minutes later, participants were confronted with samples consisting of varying ratios of 100% peach to 100% apple juice, and were asked to rate their similarity to the target stimuli. Participants were also asked to rate how congruent the juice flavor and the image were at the initial tasting. Apple images modulated memories of the flavors of target stimuli: they shifted toward that of apples. This modulation occurred in participants who perceived the label and flavor as congruent. Peach images did not modulate memories, possibly because the subjects had significantly less experience of drinking peach juice than apple juice. These results reveal that flavor memory can be biased toward that of the image labels during initial tasting. However, memory bias depends on the perceived congruency between labels and flavors, and tasters' prior experiences.
Food Quality and Preference, 2011
This study examines the influence of packaging design on taste impressions. Building forth on research addressing transfer effects of symbolic associations from one sense to another, in this study it was studied if, and to what extent, potency-related associations portrayed by shape curvature and color saturation of yoghurt packages transfer to subsequent taste experiences. Furthermore, the influence of participants' sensitivity to design was taken into account. Data were collected during a field study in the entrance hall of a large supermarket. Results indicate that associations portrayed by shape curvature in particular transfer to taste experiences, but that these effects are most pronounced for participants with a sensitivity to design. In addition, the findings presented indicate that shape curvature and color saturation may impact more general product evaluations and price expectations as well.
PERCEIVED TEXTURAL DIMENSIONS OF FRUIT-BASED BEVERAGES
Journal of Texture Studies, 1981
The major sensory dimensions of the mouthfeel of fruit based beverages were determined by principal components analysis and the degree of correlation between mouthfeel characteristics and the taste and pleasantness of' beverages was assessed. Untrained college students rated 35 different beverages on 16 different 10-point scales containing mouthfeel, taste and hedonic terms. Two major mouthfeel dimensions emerged with this set of beverages and they were termed density/thickness and chemical irritant effect. A n interdependence between mouth feel and taste ratings was also found. Sweetness ratings were negatively correlated and sour, salty and bitter tastes were positively correlated with mouth feel terms describing oral mucosal irritation.
International Journal of Consumer Studies, 2018
Two experiments designed to investigate how the shape and colour of packaging, and product category, conjointly impact consumers’ product and packaging expectations are reported. In Experiment 1, the shape (rounded vs. angular) and visual appearance (greyscale, red-to-yellow and blue-to-green colour schemes) of the packaging were manipulated. Dependent measures were preference (willingness to purchase the product, how attention-capturing the packaging is, and the pleasantness of the de- sign) and any taste associations. In Experiment 2, shape (rounded vs. angular), colour (red-to-yellow vs. blue-to-green colour schemes), and product category (buttery vs. cereal cookies) were manipulated. In this case, the dependent measures were the perceived product healthiness and the preference of consumers. The results of Experiment 1 revealed that packaging colour influenced product preference. Red-to- yellow and blue-to-green colour schemes and angular packaging were preferred over greyscale and round packaging. Colour also influenced taste associations, while shape only influenced ratings of expected sweetness. In Experiment 2, packaging shape and product category influenced product preference. In particular, rounded packaging and the packaging of buttery cookies were preferred over angular packag- ing and the cereal cookies packaging. The healthiness of the product was rated higher for the rounded and red-to-yellow packaging containing a buttery product. Taken together, these results highlight the important role played by colour, shape, and cat- egory on the expectations and associations elicited by viewing product packaging.