Charles Spence, an experimental psychologist from the field of food research at Oxford University, also said, “Vision has priority. They preset the taste and taste of the food we want to taste, and visual expectations have a significant impact on how we taste it.” This also explains why people place color first when evaluating a dish.
According to the latest research by Emerald Insights, people typically make decisions within 90 seconds of interacting with a product, with 62 to 90% of the decision factors based on color. There is also a view that the first three to seven seconds after a consumer sees a product on the shelf are the most precious, and P&G calls this concept “the first real moment.”.
When discussing the colors in food and beverages, the international ingredient company OFI stated, “It is not only the first sight we see, but also has a significant impact on our feelings and experiences. For example, red, orange, and yellow are the colors frequently used by food brands because they stimulate the senses and make us feel hungry.”
Therefore, impressing people with color is an important component of food and beverage marketing and NPD. So, how do we use this knowledge to provide consumers with the best products, and which colors should we pay close attention to?
1、 The importance of social media for color trends
“The importance of food color cannot be overemphasized,” said a Cargill source. “In the era of social media, the concept of ‘eating with your eyes’ has become increasingly important, as sharing food photos and videos has become part of many people’s cooking experience.”
Innovation experts from cake maker BBF agree, noting that social media has a “significant impact” on color trends. “This situation will last until 2023. In fact, with the rise of Tiktok videos and Instagram videos focusing on food trends and baking, we see new and eye-catching colors entering the baking market. This trend also makes consumers look for beautiful products.”
Oterra’s public relations director also highlighted the impact social media has had and will continue to have on food and beverage. “The most important aspect of social media is visual impact. Even in traditional supermarkets, 95% of our choices are based on the visual effects of the product. On the Internet, this proportion is even higher because we cannot smell or taste the product, and can only watch it through videos or pictures.”
Online is a place to share praise and criticism of products. The advantage of the immediacy of social media is that manufacturers can quickly learn and adapt their products. “This is a dynamic environment that brings consumers and producers closer to each other, enables better understanding, turns the situation around faster, and can better predict future demand.”
2、 Bold colors are a guarantee of sweet food
Visual appearance is a particularly important attribute for candy and bakeries.
Cargill Research shows that more than half of EMEA consumers believe that color is an important driving force in their purchasing decisions. Cargill’s further insights indicate that four out of ten consumers also consider color as a key factor in determining the baking process.
Based on this, the food giant has developed a series of chocolate and cocoa products to help the brand create “eye-catching” products, including a bright white chocolate, which relevant people call “the first true white chocolate on the market.”. Before that, he explained, white chocolate was always cream colored. “92% of consumers believe that it is much whiter than the white chocolate currently sold, and we have found its amazing visual appeal, providing an exciting blueprint for the visual appeal of various end products, including baking, candy, and dairy products.”
White chocolate is also labeled as an “increasingly popular” product category. An expert from the International Drug Administration explained in detail: “According to data from Information Resources Corporation (IRI), the sales of white chocolate increased by 12% in 2021, compared to a 9% increase in the sales of milk and dark chocolate.”
3、 Emotional tone
The survey results show that the overall theme for 2023 is a sense of reconnection with nature, as well as tones that enhance emotions.
The aforementioned expert said, “Pantone releases its annual popular color every year, and the popular color in 2023 is Viva Magenta.” 。 Vibrant magenta pink is between red and purple, derived from nature. There is no doubt that natural colors will become a common trend in 2023. “In the new lifestyle after the pandemic, we have more outdoor activities than ever before, which also affects many aspects of our lives, including baking.”
“Although Vibrant Magenta Pink is Pantone’s annual color, we also hope to see soft colors on the shelves in 2023, including soft pink, yellow, blue, mint, and green tones. This is expected to create a calm, nourishing, and serene baking experience, inviting people to reconnect with themselves and the people around them.”
“We have seen ‘Sleep Chocolate’, a mood improving chocolate that mixes soothing ingredients such as lavender and chamomile. Although this taste may not differ significantly in color, it adds a primary theme of feeling calm. Soft pastel colors can also be found in the packaging of this mood improving flavor.”https://forum.stoneitech.com/
The aforementioned experts said that due to the trend of high emotions, blue will be the color we will start to see more in the coming years. “The reason why blue is becoming increasingly popular is that it is believed to evoke a sense of calm and relaxation. In terms of specific colors, a vibrant natural blue color will begin to appear on more food and beverage shelves in 2023. This blue color comes from spirulina, a blue-green algae that grows in salt water and freshwater. Spirulina powder is rich in vitamins and minerals, so it is not surprising that it is popular.”
“When considering products that support people’s physical and mental health, it is not only important whether these products contain natural or active ingredients. From our research, we have discovered the importance of color psychology, as well as the importance of matching them with the intended use of the product. In terms of branding, color psychology has become a well understood topic. Brands use color to identify certain emotions or emphasize their ideology. For food “For food and beverages, this point is often ignored and not fully understood, because we have always ignored it and simply imitate the color of fruits or vegetables.”
For food and beverages, they want to add value to their physical and mental health, so matching colors to specific uses is crucial. “For example, in an era where people need emotion and social interaction, colors ranging from warm yellow to orange can support a more positive feeling. Especially in dark winters, it provides consumers with a sense of warmth and sunshine while being friendly and vibrant. This color will help promote a more positive psychological awareness overall.”
4、 Colors and Features
When discussing the psychological aspects of color, the experts mentioned above stated that identifying the main uses of the product (considering color) at the early stages of development would help to avoid functional disorders.
However, in further expanding this point, she pointed out that although color is often associated with specific flavor characteristics, and traditional consumers want specific colors for specific flavors, people are witnessing an increasing experimental trend. “Far from traditional fruit and vegetable flavors, manufacturers can more creatively introduce other ‘fantasy flavors’ to attract consumers and enhance their consumption experience.”
5、 Conflicts between mainstream trends
Previously, the trend in food and beverage was more of a prominent color or series of colors, while this year’s trend is more driven by “consumer needs and personal values.”. He attributed this evolution to the consequences of the pandemic, with many people reassessing the way they treat their physical and mental health.
We also see that after experiencing sensory deprivation following the blockade, people are now turning to food and drink, seeking happiness and avoiding moments of reality. With this in mind, we anticipate that “super sensory” will become a trend this year and 2024, when consumers will seek products that satisfy all senses, not just taste.
“Due to the cost of living crisis, consumers are increasingly concerned about price, and they want to buy products that look good and have high-end elements, while the price is still affordable. However, the most common is that consumers are often attracted by products with bright appearance and unique taste.” Therefore, as the mainstream trends in 2023 collide with each other, achieving an appropriate balance between the two is crucial for manufacturers.
