Crossmodal correspondence between color, shapes, and wine odors

Heatherly, Michelle; Dein, Melissa; Munafo, John P.; Luckett, Curtis R.

doi:10.1016/j.foodqual.2018.08.019

Cited by 47 publications

(20 citation statements)

References 62 publications

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“…Using packaging design to enhance the impression and perception of the quality of specialty coffee is a key component to maximize the overall experience of the consumer. Visual information of a product suggests what the consumer is about to experience, and maybe powerful enough to modify expectation toward the product, affecting actual taste perception and hedonic value (Heatherly, Dein, Munafo, & Luckett, 2019; Woods et al, 2011).…”

Section: Discussionmentioning

confidence: 99%

Do typefaces of packaging labels influence consumers' perception of specialty coffee? A preliminary study

Sousa

Carvalho

Pereira

2020

Journal of Sensory Studies

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The multisensory attributes of packaging provide an important source of information on attracting consumers' attention. They also help priming sensory and hedonic expectations, which may affect the judgment of products. The present study aimed at investigating whether the typeface of packaging labels would influence the sensory and hedonic judgments of specialty coffee by amateur consumers. Specialty coffee amateur consumers (n = 146) evaluated their expectations of coffee acidity and sweetness by looking at package labels with different typefaces, varying solely on the roundness or angularity. Subsequently, they rated their experiences of the same attributes when tasting a cup of coffee, in addition to judging their liking and purchase intent. The results revealed that the angular typeface increased expectation and actual perception of the coffee acidity as well as purchase intent ratings. However, contrary to the frequently suggested correspondence between sweetness and roundness, no association was found between the round typeface and sweet taste ratings. Practical applications This study contributes to the literature of taste/shape crossmodal correspondence by showing that the consumers' sensory and hedonic evaluations of specialty coffee are influenced by the angularity versus roundness of the typeface on the packaging label. These findings emphasize the potential importance of the visual elements of packaging labels on consumers' perception of food/drink. These results are relevant to packaging design since different coffee profiles could be matched with different label typefaces in order to potentially enhance the consumers' coffee drinking experience.

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Section: Discussionmentioning

confidence: 99%

Do typefaces of packaging labels influence consumers' perception of specialty coffee? A preliminary study

Sousa

Carvalho

Pereira

2020

Journal of Sensory Studies

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“…28 Byrnea studied and surveyed the visual effects of changing the colors, images, and text on cigarette package warning labels (eg, color or black-and-white text and plain text). 29 Heatherly studied wine labels and proved that color and shape might be related to certain fragrances. According to her, smells and visual aspects stimulate correspondences among smells, colors, and shapes.…”

Section: J Introductionmentioning

confidence: 99%

Visual color research of packaging design using sensory factors

Kuo

Chang²,

Chen

2021

Color Research & Application

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Package designs stimulate consumers visually and give rise to a sense of aesthetism, thus improving product visibility. In this study, emotions related to color combinations in packaging were addressed, cake packaging designs were tested, and affective design elements regarding styles and colors along with the diverse emotions that resulted were assessed and researched. Four experiments were conducted: Experiment 1 was on the affective characteristics related to types of colored boxes in packaging design; the best type of colored box for cakes was tested. In experiment 2, adjectives for emotions were compiled to identify adjectives for emotional responses to package designs. Experiment 3 was used to examine the fitness of single-color boxes in packaging design; the colors of single-color boxes were examined. In experiment 4, the focus was the fitness of dual-color boxes in packaging design; an experiment on the best color combination was conducted with dual-color boxes, and the results were then collected and analyzed to determine the fittest color combination for cake packaging design. According to the research findings, in the experiment on colored box types used in packaging design, the design with a five-sided trapezoidal design was the most popular, followed by the colored box type with a rectangular handle in the middle; the selection of and experimentation on the adjectives for emotions revealed that Exquisite-Rough was the fittest for the experiment, followed by Lively-Dull; the fittest single-color box was orange (Pantone715 C,L69.6,A37.0,B65.8), followed by gray (Pantone Gray Cool Gray 1C,L86.4,A0.1,B1.1); the fittest dual-color box was in orange and orange red (Pantone Orange 021C, C,L60.0,A65.2,B71.4), followed by orange and black (Pantone Black C,L17.3,A0.8,B3.1). The experiment in this study focused on the color packaging of boxes for cakes; its results provide theoretical and practical references, for future research and orientation, regarding colors and types of colored boxes used for various products.

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“…Next, Jaeger et al (2009) recognized 13 intrinsic and extrinsic purchasing decision-making wine cues such as award, brand, origin, grape variety, taste, recommendation, information presented on the label, alcohol level, etc. For instance, Heatherly et al (2019) and Valentin et al (2016) emphasized color as a strong intrinsic predictor of consumer preference. However, different research studies have indicated that extrinsic cues are becoming the main determinants of wine quality (Balestrini and Gamble, 2006;Reynolds et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Quality perception and willingness to pay: The case of red wine with health-beneficial effects

et al. 2021

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This paper attempts to identify consumers’ preferences toward red wine quality cues and willingness to pay (WTP) for wine with health-beneficial effects, thus clarifying the complex process of purchasing habits and patterns. The data were analyzed using structural equation modeling. The findings from a case study conducted in Serbia show that consumer health-effect consciousness and household income are significant predictors of their WTP. On the other hand, health-conscious consumers are more inclined to intrinsic quality cues, while those who are willing to pay a higher price for a bottle of red wine are prone to extrinsic wine quality cues.

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Crossmodal correspondence between color, shapes, and wine odors

Cited by 47 publications

References 62 publications

Do typefaces of packaging labels influence consumers' perception of specialty coffee? A preliminary study

Do typefaces of packaging labels influence consumers' perception of specialty coffee? A preliminary study

Visual color research of packaging design using sensory factors

Quality perception and willingness to pay: The case of red wine with health-beneficial effects

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