Understanding Our Emotional Response to the Colour of Food

/in /by

They say the eyes are the window to the soul, and it looks like they are also the lens through which we view a lot of our food choices. At the centre of our thoughts and emotions, the human brain works so intricately as to enable us to respond to the stimulus of colour as perceived through vision. And when the eyes perceive colourful food that is either stimulating or suppressing to the appetite, then the body responds accordingly.

At present, how well do we understand our emotional response to colour? As individuals who vary in age group, gender, upbringing, and culture, we all respond to external stimuli differently. We each have our own preference when choosing clothes, combining accessories, and furnishing our homes. When it comes to food however, it looks like there are colours that affect us universally.

Now knowing that they affect personal choices, this knowledge can be put to good use in food packaging design. We no longer pick them impromptu and at random, but instead choose the ones that specifically cater to the human palate.

Looking at the colour wheel, there are those that stimulate us visually and emotionally. Furthermore, a darker shade evokes a stronger response while a lighter shade or hue creates a weaker one. In a nutshell, they basically influence our emotions and affect our mood as follows:

  • Red – Passionate. Energetic. Excited.
  • Orange – Happy. Friendly. Affordable.
  • Yellow – Sunny. Optimistic. Playful.
  • Green – Fresh. Natural. Organic.
  • Blue – Honest. Calm. Caring.
  • Violet – Creative. Imaginative.
  • White – Pure. Clean.
  • Brown – Earthy. Nurturing.
  • Black – Strong. Sophisticated.

So, there you are. With just a few strokes on the palette on your food packaging design, you can elicit either a positive or a negative response. You are able to create the desire to eat up or to cut down on food. As a food producer or retailer, this comes in handy because you absolutely want the eyes of your consumers on your products!

Are you interested in more tips about using colour in food packaging? Go ahead and have a look at Best Food Packaging Colours that Influence Consumers to Buy and The Type of Packaging that Gets Your Product into Their Shopping Carts. Happy reading and thank you! J