Color is to flavor as shape is to texture: A choice‐based conjoint study of visual cues on chocolate packaging

Abstract

Abstract The effect(s) of visual cues and their crossmodal correspondences in the context of food packaging have been increasingly researched over the last two decades. This study contributes to the subject by integrating four visual variables into a choice‐based conjoint analysis test. The contributions of color (pink/black), typeface (rounded/angular), ingredient image (milk/chocolate), and chocolate shape (curved/flat) on milk chocolate packaging are evaluated. All 16 possible combinations were evaluated online by a total of 480 Brazilian chocolate consumers for preference, expected sweetness, and expected creaminess. The participants also listed the first three words that came to mind for a subset of four of the samples. The results were statistically analyzed by mixed logit model and correspondence analysis. It was found significant effects of color, typeface, and ingredient on preference, of color and shape on sweetness, and of shape on creaminess. Except for ratings of expected creaminess, color was the most relevant attribute of all independent variables. Practical applications These results further our understanding on how multiple visual cues may combine to influence consumer preference and crossmodal correlations with taste and texture. It also indicates that companies and researchers may use choice‐based conjoint analysis to evaluate crossmodal effects of visual aspects, making the test faster, more spontaneous, and intuitive. Although this research was conducted on the packaging of bars of chocolate, the consistency of the results with studies that have used other products should encourage designers and manufacturers to take these findings into account when creating packaging for food and beverage in general.