Dive Summary:

• A new study suggests that the color of a food container could have an effect on the taste and overall perception of a food product.
• For instance, a hot chocolate from an orange cup was perceived to be sweeter and more fulfilling.
• This research, if confirmed, could have big implications on packaging design.

From the article:

Recent research shows that the color of beverage containers influences consumer enjoyment, with results indicating that orange and dark-cream colored cups enhanced the flavor, sweetness and aroma of hot chocolate. Betina Piqueras-Fiszman and Charles Spence said that their study was the first to show that cup color could influence sensory-discriminative and hedonic (liking) evaluation of a hot drink, in this case hot chocolate.The pair said their results should stimulate those working in the beverage packaging space to think more carefully about packaging color and its potential effects.