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Packaging colour and consumer expectations: Insights from specialty coffee
Fabiana M Carvalho1, Renata A S Forner1, Eric B Ferreira2
1Department of Food Science and Nutrition, Faculty of Food Engineering, State University of Campinas (UNICAMP), Brazil.
Food Research International (Ottawa, Ont.)
|April 23, 2025
Summary
Coffee packaging colors significantly influence consumer expectations of taste and attributes. For instance, pink suggests sweetness, while brown signals a dark roast with cocoa notes, aiding product differentiation.
Area of Science:
- Food science and consumer behavior
- Sensory perception and marketing psychology
Background:
- Packaging and labeling are crucial for consumer attraction and expectation setting in the food and beverage industry.
- Understanding the psychological impact of packaging elements, like color, is vital for product positioning.
Purpose of the Study:
- To investigate how different coffee packaging colors affect specialty coffee consumers' sensory and conceptual expectations.
- To identify specific color-flavor associations and affective/utilitarian meanings in coffee packaging.
Main Methods:
- An online survey with 238 participants assessing expectations of coffee attributes (aroma, flavor, roast, etc.) based on 16 packaging colors.
- Statistical analyses including repeated-measures MANOVA, principal component analysis, and correspondence analysis were employed.
Main Results:
- Specific colors elicited distinct expectations: pink was linked to sweetness and berry/floral notes, while brown suggested dark roast, intense aroma, and cocoa flavors.
- Colors also conveyed affective (e.g., pink for modern) and utilitarian (e.g., green for organic) associations.
- Clear patterns emerged showing how packaging color influences consumer perception of coffee characteristics.
Conclusions:
- Strategic use of packaging colors can align sensory and conceptual expectations with actual coffee product attributes.
- These findings offer valuable insights for the specialty coffee sector to optimize packaging design for market differentiation and consumer appeal.
- Informed packaging design can enhance product attractiveness for producers and importers in a competitive global market.
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