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dc.contributor.authorVeflen, Nina
dc.contributor.authorVelasco, Carlos
dc.contributor.authorKraggerud, Hilde
dc.date.accessioned2023-05-15T14:05:39Z
dc.date.available2023-05-15T14:05:39Z
dc.date.created2022-12-21T07:04:24Z
dc.date.issued2023
dc.identifier.issn0950-3293
dc.identifier.urihttps://hdl.handle.net/11250/3067987
dc.description.abstractThis paper questions whether manufacturers can utilize visual packaging cues, in particular colours and shapes, to communicate the intrinsic attributes of cheeses. While the existence of crossmodal correspondences between packaging shapes and tastes have been demonstrated in previous food studies, we still need knowledge about how the interaction of colour and shape of the packaging that the cheese is sold influence customers’ expectations of taste and liking. Throughout two studies, we illustrate that specific shapes and colours communicate certain cheese tastes. In study 1, we found that, while a mild tasting cheese is associated with round shapes, high colour brightness and low colour saturation, a sharp tasting cheese is associated with an angular shape, lower level of colour brightness and higher level of colour saturation. This knowledge can be utilized to communicate taste via the design of the packaging. In study 2, we moved on to test this via packaging. We found that a round shaped packaging combined with high colour brightness and low colour saturation communicates a mild taste, whereas a triangular shape packaging combined with a low colour brightness/ high saturation signals a sharper tasting cheese. Moreover, a round packaging elicits the highest degree of liking. Our findings demonstrate that multiple sensory elements of a product’s packaging can enhance respondents’ taste expectations and expected liking of a product. In conclusion, this paper offers guidance to managers seeking to design packaging that communicates the flavour of food products, specifically for cheeses.en_US
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectMultisensory marketingen_US
dc.subjectSignalling tasteen_US
dc.subjectColouren_US
dc.subjectShapeen_US
dc.subjectPackagingen_US
dc.subjectCheeseen_US
dc.subjectExpectationsen_US
dc.titleSignalling taste through packaging: The effects of shape and colour on consumers’ perceptions of white cheesesen_US
dc.title.alternativeSignalling taste through packaging: The effects of shape and colour on consumers’ perceptions of white cheesesen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.source.volume104en_US
dc.source.journalFood Quality and Preferenceen_US
dc.identifier.doihttps://www.sciencedirect.com/science/article/pii/S0950329322002178
dc.identifier.cristin2096054
dc.source.articlenumber104742en_US
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1


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Navngivelse 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse 4.0 Internasjonal