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The Impact of Food Colours By Pankaj Sharma

  in Food and Drinks | Published 2016-11-24 12:40:34 | 275 Reads | Unrated


Food can be a powerful tool in leveraging the connection between emotions and taste. While we usually don’t think much about colour when it comes to food, think about attractive bakery packaging or your favourite snack packaging.

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Humans are visual creatures. We’re highly influenced by what we see, which is powerfully used by advertising and marketing professionals. When we look at delicious foods, we are immediately attracted to the sight, smell and taste of what we see. Food can stimulate multiple senses at once, which can be strongly leveraged in your favour.


Colour has a powerful influence on consumers on the subconscious level. This means that colour and food can be a powerful tool in leveraging the connection between emotions and taste. While we usually don’t think much ab

out colour when it comes to food, think about attractive bakery packaging or your favourite snack packaging. All food labels use the power of good colour combinations to influence customers to buy their products. Buy baking moulds online India from Cakesmiths they sells variety of cake baking tins and silicone moulds online in India, and we’ll explore how you can best use colour and food in your food business and packaging.


1. Red and yellow:


These are main important food colours that stimulate appetite and the taste buds. The fast food industry uses this combination because it is highly effective- think about McDonald’s! When it comes to gourmet food, you wouldn’t want to use a fast food connotation, but these colours are still very effective when used on their own or in combination with pairings.


2. Orange:


Derived from mixing red and yellow, orange is another appetizing food colour. Orange is a trendy colour so keep that in mind when using it for your branding, as its popularity in choice could either work for or against your brand.


3. Green:


This implies eco-friendliness and healthy. The connotation to eco-friendly is highly overdone, and it isn’t really expected that eco-products will be branded green. This is because eco friendly is now the norm and is expected. However, green can be unappetizing, so keep that in mind as well.


4. Blue and purple:


These are cool tones which can make food appear unappetizing if done incorrectly. Cool tones do not really stimulate the appetite as much as warmer tones, so carefully use it considering the context and application.


5. Black:


This colour signifies sleekness, elegance and premium status. In food packaging, brown is better suited than black as the former is a more appetizing colour that can still portray the same characteristics that black does.


6. Browns and earth tones:


These hues are warm, wholesome, natural and appetizing. However, this earthy and natural look is overdone in the niche food industry. As with green, natural foods has gone beyond the earth tone colours because consumers now perceive natural and eco-friendliness in so many products, that they’re no longer expected to have the typical “earthy” look.


7. White:


While white denotes cleanliness and purity, it can also appear plain, sterile and stark. Use this colour with care.


8. Bright colours:


These connote bursts of flavour, such as desserts and sweets. Fun bright colour combos can be applied to fun foods such as candy.


9. Muted and subdued colours:


These represent depth, complexity, and richness. Muted tones do well for savoury flavours but are also good for rich and sweet flavours such as chocolate.


When used in product packaging, colours should signify the product flavours where applicable. An orange-flavour product in blue tones don’t work on the brain, as the brain must immediately understand without having to think. Remember that your product has only a 2-3 second window in front of customers on retailers’ shelves. Flavour should be visually reinforced along with imagery when applicable, so as to trigger as many senses as possible, including the subconscious. The main added advantage of food is that it can conjure up smell, taste, feelings and memories at once- use this to your advantage when creating your overall product packaging, so as to trigger the instant emotional connection with the customer.



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