Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis
Abstract
Food packaging plays a major role in attracting consumer attention and generating sensory and hedonic expectations; which could affect their product perception and purchase decisions. In the present study word association and conjoint analysis were used to study the influence of package shape and colour on consumer expectations of milk desserts. Six images of milk dessert packages with different colour and shape were presented to 105 consumers, who were asked to complete a word association task and to score their expected liking and willingness to purchase the desserts. Both package shape and colour affected consumers expected liking scores and their sensory expectations regarding the desserts. Consumers associations were mainly related to sensory characteristics. Both methodologies provided an interesting insight on the consumer’s expectations generated by the packages and could be useful in order to design packages which create appropriate expectations regarding the product.
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Both food-intrinsic sensory factors and food-extrinsic factors play a role in determining whether we accept and how we perceive food and beverages.
“Alarge body of research now supports the view that both food-intrinsic sensory factors (e.g., product colour, aroma, texture, viscosity, etc.) as well as food-extrinsic factors (e.g., visual, olfactory, and tactile”
From The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review (2019) · cites this paper as [6]
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Colored backgrounds affect the attractiveness of fresh produce, but not it’s perceived color
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- Authors
- Ares, G., & Deliza, R.
- Affiliations
- Universidad de la República de Uruguay (UY)
- Embrapa (BR)
- Corresponding author
- Ares, Gastón
- Venue
- Food Quality and Preference
- Publisher
- Elsevier BV
- Published
- 2010-12
- Volume
- 21
- Issue
- 8
- Pages
- 930-937
- ISSN
- 0950-3293 (ISSN-L)
- OpenAlex
- W2012589848
- Cited by
- 357
- References
- 29
- Citations by year
- 2026: 21 · 2025: 20 · 2024: 17 · 2023: 20 · 2022: 30 · 2021: 30 · 2020: 22 · 2019: 39 · 2018: 29 · 2017: 30 · 2016: 28 · 2015: 25 · 2014: 19 · 2013: 9 · 2012: 10
- FWCI
- 25.69
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Food Quality and Preference (publishedVersion)
- HAL (submittedVersion)
- Funders
- GlaxoSmithKline
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Packaging Perceptions and Trends
- Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
- Social Sciences › Psychology › Social Psychology › Color perception and design
- Keywords
- food packaging, customer expectations, sensory expectations, purchase intention, word association, conjoint analysis, packaging design
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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