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To what extent is the perception of taste influenced by the packaging design? : Is the perception of healthiness and perceived level of sweetness influenced by the packaging texture and color?

Paeffgen, Hannah S. M. (2019) To what extent is the perception of taste influenced by the packaging design? : Is the perception of healthiness and perceived level of sweetness influenced by the packaging texture and color?

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Abstract:Research has shown that packaging has a strong influence on perception and product evaluation. Nevertheless, research has so far not investigated the interaction relationship of texture and color on taste perception. Considering the current increase in obesity, which is the life threatening issue that this research more or less indirectly desires to improve. In order to test the taste perception, four kinds of sampling cups were fabricated with the help of a 3D-printer. More precisely, two sampling cups with a smooth surface and two with a rough surface one of each in blue or red. Generating four comparable testing conditions. Results showed that a red colored packaging would enhance the sweetness and lower the perceived healthiness. Whereas a blue colored package maximizes the perception of healthiness and lowered the sweetness perception regardless of the surface texture. Furthermore, practical implications regarding future research are addresses as well as the limitations of this research.
Item Type:Essay (Bachelor)
Clients:
University of Twente, Enschede, Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78234
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