The Psychological Effects of Color on Consumers in the Gastronomy Sector
DOI:
https://doi.org/10.56479/ijgr-75Keywords:
Gastronomy, Neurogastronomy, Color, Psychology, Consumer behaviorAbstract
Throughout history, eating and drinking has been considered a basic need, but over time, it has evolved into a social activity, a cultural experience, and a pursuit of individual pleasure, leading to the rise of neurogastronomy. Color is one of the most important factors in neurogastronomy. The purpose of this study is to investigate the effects of color on consumer psychology using neurogastronomy. The review indicates that the use of color in the gastronomy sector is a significant factor in purchasing, marketing, and consumer preferences, and that color preferences vary across religions and cultures. It has been concluded that, in addition to the color of the food itself, the colors preferred in the interior design of the establishment, menu design, plating, and the packaging and logo design of food brands may influence consumer perception, purchasing tendencies, and business outcomes. Based on the findings of this study, some practical implications are suggested for food and beverage businesses. The literature indicates that warm colors (red, orange, yellow) are associated with appetite-enhancing effects, and therefore may be preferred in menu and interior design, especially in fast-food-oriented businesses. Conversely, cool colors (blue, green) are more associated with calmness and a sense of quality, and therefore their controlled use may be more appropriate in high-end restaurants. Furthermore, it is stated that increasing color contrast in plate presentation can enhance the perceived attractiveness and desire to consume the product; and in packaging design, colors shape the perception of the product's taste and health. In this context, it is recommended that businesses operating in the gastronomy sector strategically plan their color usage in accordance with their target audience, product type, and brand positioning.
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