Abstract:
Purpose: The present study is aimed at exploring the impact of visual stimulation of
product packaging on the gustatory aspects of consumers. This is based on synesthetic
cross-modal correspondence. This study evaluates the research problem of whether
visual stimulation (colour) of the product packaging, influence the taste of the product.
Methodology: The research carried out an experiment to test the hypotheses
developed in line with the objectives of the study. This is an empirical research
conducted in Sri Lankan context. In the present study there were two dependent
variables. The first variable is the taste perception of product packaging color and the
second variable is the perceived taste intensity of package color. Only two sub variables
such as sweetness and sourness were considered. The variables were measured using a
seven-point Likert scale by asking the respondents to give ratings based on their
perceptions. The hypotheses were tested using one-way ANOVA method.
Findings: The Findings of the present study showed a non-existence of cross-modal
correspondence between color of the packaging and taste. However, when only the
mean values are considered, they showed certain associations between the wrapper
color and the taste perception. In this study, even though the candy is wrapped in four
different colors, the candy itself is white in color. It might have influenced the taste
perceptions of the subjects. However, expectations produced by the packaging can be
rejected if information from that source does not agree with the sensory experience of
the product.
Research limitations: Major limitation of this study was the number of respondents in
each experiment group. A large group of sample would have improved the validity and
accuracy of the experiment and the results. This research only considered about the
cross-modal correspondence between colour of the product packaging and taste
aspects.
Implications: The Findings of this study would be useful to the product developers,
designers and marketers to realize the importance of the role of packaging and how the
color of the packaging plays a critical role in determining the taste of the products. Based on the outcomes, it can be drawn that the marketers don't need to spend much time and
effort in deciding on the colours of the package since it doesn't have any significant
influence. However, taking the past research and studies into consideration, the
connection between the packaging colours and the taste aspects cannot be ignored or
underestimated.
