Effects of Different Package Colours on Emotions during Eating Chocolates

Abstract

In this study, the primary objective was to quantitatively assess the impact of various package colours on the flavor perception of chocolate confectionery and on the emotional state of consumers during consumption. Experiments were conducted to appraise the effects of diverse package colours on the product image, overall impression of the packaging, and influence on the eating mood. The product image evaluation experiment indicated that orange, yellow, red, and brown packages elicited perceptions of milkiness, associated with sweetness and mildness, whereas purple, green, and black packages elicited sensations of bitterness, linked with a bitter taste and difficulty in consumption. In a mood evaluation experiment during consumption, the red package elicited a pronounced perception of the milkiness of the chocolate, whereas the black package triggered a distinct perception of bitterness. The results from biometric indices demonstrated that the black package condition had a stimulating effect on the pupil diameter, whereas the red package condition had a stimulating effect on the skin conductance response (SCR). This suggested that the vivid recollection of chocolate taste induced by the packaging might contribute to arousal, and the response to biometric indicators varied based on the perceived taste of the chocolate.