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The truth about how food packaging influences taste perception (ex of 2011…
The truth about how food packaging influences taste perception
link between food and the way it's presented to us is indisputable
eating
one of the most multi sensory activities
what is perceived as flavor is actually filtered through many other receptors
mouth (taste), eyes (colors), hands (touch)
new methods
using the link between consumption and packaging for the greater good
Spence: experimenting with the perception of taste as a tool to combat obesity, by using sensory seasoning to replace some of the salt & sugar in packaged foods
experiment with cancer hospital: how plating, lighting & sound could counter the metallic taste and nausea that often accompanies chemotherapy
ex of 2011: special edition of Coke
white-colored packaging
goal: raising funds for endangered polar bears
consumers: complaining that Coca-Cola had changed its secret formula
Coca-Cola tastes sweeter in a red can
why ?
the color 'red' is associated with sweetness
experiment with popcorn
salty popcorn: taste sweeter when served in a red bowl
result: packaging(colors + materials) can change the way we perceive the taste of foods or drinks
packaging:
a way for savvy companies to show why their product is special
a chance for consumers to engage with the product
a powerful marketing tool that can make brands instantly recognizable around the world