Blue = sea = salty
Red = ripe = sweet
White = neutral, less tasty
Even slogans, design and other printed packaging elements have an impact on consumers’ taste perception. And the material also influences the way product properties are perceived. Proving particularly high-impact here are visual elements while names and claims also trigger subjective impressions.
And despite identical ingredients and manufacturing processes the majority of consumers polled perceived Coca-Cola from a can as being different from Coke in a bottle. It is true that in isolated cases aroma can be lost after prolonged storage in some materials such as plastic. Studies have shown without a doubt, however, that the metal of the can cannot rub off on the beverage taste because of its varnish. Experts attribute shoppers’ subjective feeling to their expectations and these are high. This also applies to acoustic stimuli. For potato crisps both the sound of opening the sachet and of biting into the crisp play a crucial role in the assessment of the taste.