Colour – The Unspoken Language Of Food

Colour Connections

As Kandinsky said, “Color is a power which directly influences the soul”. People tend to associate specific colors with particular tastes believing color holds the memory of past experience. The colour of the product directly acts on the optical, neurological, and physiological functions of the consumer providing a sense of human emotion. Each colour has its implicative meaning in people that affects their sensory perception and behavioural response, for example, warm colours like red, yellow, and orange can be associated with sensations of closeness, and happiness. Similarly, cool colours like blue, purple, and green are associated with relaxation and calmness.

Image 1: In-house smoothies  

  The color in the food market:

“The warm colours ranging between yellow and orange are more attractive” according to Oterra. The connection between colour psychology and consumer acceptance has created a whole new environment in business for marketing. The brands of the major food industry use bright colours to attract consumers. While discussing about aesthetics, it often comes to the matter of what beauty means and how beauty is described. Even this matter has been in debates from ancient times, and claimed to involve the feeling of the observer on a particular object and what makes the object beautiful. Decades of research state that colour is the key factor for consumers to decide on consumption and is the consumer’s main scale for categorizing the product’s number of reasons that food and drink have been coloured, including capturing the shopper’s visual attention by signalling the likely taste/flavour. Companies are to present products in the market are making them visually appealing by packaging or coloring. Even the food technologist found out that color is most preferred over texture and flavor of food which is not implied in the food coloring industry growth.

Natural food colour vs artificial food colour.