06/16/2025
Did you know that color can actually influence taste?
Research has found that the physical colors and attributes of the containers that we consume food/beverages from can impact how we perceive the taste of the product. In an experiment about hot chocolate, participants seemed to favor the taste of the drink from orange- and cream-colored mugs, rather than red and white. Another study (1957) about consumer behavior found that adding 15% more of a yellow color to a 7 Up can made consumers more aware of the lemony flavor that the drink had.
You might be wondering: What does this have to do with printing and packaging? Well, this experiment goes to show how important it is to have accuracy and consistency across all packaging, print runs, and products.
Given the fact that 15% more yellow made such a difference on the consumer’s enjoyment of the beverage, it’s easy to see how important color measurement and accuracy are. The human eye may not be able to tell what 15% more yellow versus 5% more yellow is, but a color measurement tool, such as a spectrophotometer, can! At the end of the day, experiments like these illustrate why color measurement solutions, such as Techkon’s, are vital for success in the printing & packaging industry.
For more information about Techkon’s color measurement solutions, visit our website at: https://zurl.co/mZknw
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Sources:
Cheskin, L. 1957. “How to Predict What People Will Buy,” Liveright, New York, NY.
Monday Mandala Team. “50 Incredible Facts About Color You Likely Didn’t Know.” February 2024.
Piqueras-Fiszman, B. & Spence, C. 2012. “The Influence of the Color of the Cup on Consumers’ Perception of a Hot Beverage.” Journal of Sensory Studies, p. 324-331.
Image Source: Vecteezy. “Five colorful coffee mugs lined up on a table.”
