Le pack rouge est-il salé ou sucré ? Etude exploratoire de l'influence de la couleur du packaging sur les caractéristiques attendues du produit alimentaire

The packaging is now a major issue concerning the consumer experience in the food industry. This study aims at showing that a main food packaging characteristics as the color can influence the expected characteristics of the packed product. On the basis of a quantitative survey with 149 people in an experimental design approach, we have been able to demonstrate the influence of two dimensions of color (hue and brightness) on the expected flavour. These results have been then discussed for their managerial implications.