CB Article 1.docx - Morgan Roane Professor Burman Consumer...

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Morgan Roane Professor Burman Consumer Behavior 24 January 2018 Light and Pale Colors in Food Packaging: When Does This Package Cue Signal Superior Healthiness or Inferior Tastiness? This article did a research study on how and if the difference in the coloring of food packages affected the consumer’s decision making. The original hypotheses was that lighter and pale packaging colors gave the impression that the food was healthier and in turn, less tasteful. Tastiness goes hand in hand with the impression of how healthy something might be. Most people associate healthy food with being less tasty. On the other hand, packages that had richer or regular colors were assumed to taste better but be less healthy. I believe that the goal of this research was to inform companies on how to better package their products to gain higher sales. There were many theories that were tested during this experiment. The Positive Package
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  • Spring '14
  • CaroleA.Creque
  • Nutrition, pale colors, Morgan Roane, Professor Burman

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