Dr. Fabiana Carvalho conducted a research to better understand how packaging color can influence consumer behavior and the results from this study was truly astonishing!
With the help of the Coffee Science Foundation and through sponsorship by Savor Brands, Dr. Fabiana Carvalho was able to conduct a research last year (2022) to study how a consumer's perception of the coffee inside can be affected by its packaging color. This research was conducted in two parts:
- The first experiment was conducted online and the 238 participants were asked to report on their expectations of several sensory, hedonic, symbolic, and utilitarian attributes of the coffee based on their packaging color.
- The second experience had a total of 226 consumers for the in-person tasting session of blind coffee samples. These participants were asked about how they liked the coffee, how much they were willing to pay for 12oz of that coffee, and to report based on the coffee's packaging, what they expected the coffee's sensory attributes to be.
Packaging and Flavor Perception
Based on the study, certain colors had significant association with certain flavor notes and profiles. For example, yellow was often associated with citrus while as green as herbal. For Dr. Fabiana's research, she utilized 2 hues of pink and brown with both high and low saturations. The participants expected the coffee in pink packaging to have higher sweetness and acidity, and lower bitterness, flavor, body, and roast than that of it's brown packaging counterpart. Dr. Fabiana observed that many of the expectations based off of the packaging also carried over and influenced the participants overall perception of the coffee sample.
Dr. Fabiana was able to conclude based off of the results of both experiments that packaging color does in fact play a sustantial part of a consumer's purchasing decision and when consuming specialty coffee.
Not Just Fresh: Expanding Our Concept of Functional Packaging
We hope this study provides some additional insight on how to pick the best color that not only authentically represents your brand but also have the color be able to steer your customer's purchasing decision and expectations to the flavor perception of your coffee.
To learn more, check out the latest issue (no. 20) of 25 an biannual publication of the Specialty Coffee Association
A full academic paper on this research is currently in preparation for publication.
Many thanks to the volunteers who participated in this study and special thanks to the following for their contributions to this research:
- Peter Giuliano, Chief Research Officer & Executive Director at the Coffee Science Foundation
- Mary Basco, Research & Knowledge Development Programs Manager at the Specialty Coffee Association
- Dr. Fabiana Carvalho, Founder of The Coffee Sensorium
- Renata Shimizu Forner, R&D/QA Food Service Engineer at Memo Eating
- Lem Butler, Owner of Black & White Coffee Roasters
- Andrew Phillips, Owner of Rose Park Coffee Roasters
Other Blogs of Interest
What is the Best Color for a Coffee Brand?
Online surveys were given out to a target demographic for preparation for the in-person study. Savor Brands created the faux brand, Sensori Coffee for this research to eliminate any biases of any real and established brands. Through the online survey, Dr. Carvalho and her team were able to determine...
The Impact of Custom Coffee Packaging with Metric Coffee (IL)
Custom packaging allows you to establish brand identity and show who you are as well as what you represent. Brand recognition is reinforced with custom packaging and helps build brand loyalty. We spoke with Xavier Alexander from Metric Coffee on how t...
Where to Sell Your Coffee? 4 Tips for Your Small Business
Brand Perception: Do you want to cater to big box retailers or is the focus on premium grocery? Farmer’s markets or boutiques? Your own cafés, multi-roasters, or restaurants? As they say, you are the company you keep. Once you figure out where you want your coffee bags to retail, think about...
Custom Packaging: Rotogravure or Digital Printed Coffee Bags?
What is Digital Printing? Digital printing provides flexibility and fast lead times. Here is a breakdown of what we offer: Low MOQs - Minimum order quantities start as low as 2,000pcs per SKU Lead Time - Every digital order is air shipped to door - Lead...
