The Colour of Your Packaging Matters – with “Black” Meaning “Bitter” for Chocolate

Consumers expect chocolate to taste more bitter if its packaging is black, while chocolate packaged in yellow or pink is expected to taste sweet, according to a new study.

The study, conducted by Brazil’s University of Campinas, surveyed 420 people aged between 18 and 60 in order to measure how consumers respond to the colour of chocolate packaging.

According to food scientist Luri Baptista, who led the study, the colour of packaging affects consumer perceptions, as the brain looks for cues which will match previous experiences. “This process creates expectations that have been shown to affect the behavioural response, sensory perception, and neural activation,” he commented.

The survey questioned participants from both France and Brazil and how both groups perceived chocolate packaging colours, despite having different chocolate habits.

The research team is planning to continue its investigation into colour and packaging, claiming that the resulting data will help improve food products and services.