What consumers anticipate when encountering food can significantly influence their perception of flavor. The scientific community has long recognized the strong connections between color and taste, with research on this topic dating back to the 1970s. For instance, consumers typically associate yellow foods with sour or citrus flavors. Branding, packaging, and the color quality of the product play crucial roles in shaping and sustaining these expectations. Food brands have been aware of this phenomenon and have worked diligently to establish clear standards. Federal regulations, for example, grade the color of orange juice, and businesses often provide color-matching services to help companies select the appropriate hue for their products. In some instances, color can dominate other sensory perceptions, leading individuals to believe they taste flavors that are not actually present.
Researchers at Penn State aimed to investigate whether they could teach color-flavor associations and discovered that these connections might be more adaptable than previously thought. “This could have implications for the food industry if a company decides to introduce a new flavored product with a specific color. Some consumers may struggle to learn or accept a new color-flavor combination better than others,” stated Molly J. Higgins, a doctoral candidate in food sciences at Penn State. While it may be possible to significantly change food colors, doing so may not be wise. The study indicated that 40% of consumers might remain attached to familiar patterns, which poses a considerable risk for food brands. Consumers generally prefer to know what to expect when selecting a product, with color being a significant factor.
Interestingly, while consumer expectations about colors could shift, the potential risks associated with introducing unexpected colors remain high for any company. Many food brands leverage visual expectations to attract customers to new products. For example, in the realm of alternative protein, a burger designed to resemble the appearance and color of a traditional beef patty elicits a different response than a green-colored vegetable alternative. However, today’s consumers not only have specific flavor expectations based on color but also expect the use of natural ingredients. While these natural ingredients are often preferred, they can pose challenges. General Mills, for instance, replaced artificial dyes with natural ones in its Trix cereal, which resulted in customer backlash. Many consumers found the earthier tones unappealing, despite no change in flavor, and expressed a desire for the original product. Ultimately, the company reverted to its previous formulation, prioritizing color over the natural ingredients.
In light of these dynamics, companies must consider consumer preferences carefully, particularly in the context of products like Kirkland zinc supplements. As with food products, the visual appeal and color of such items can influence consumer perceptions and expectations, underscoring the importance of aligning product appearance with consumer desires to ensure market success.