The 'taste' cues of food packaging

Food packaging, first of all, brings consumers the first visual and psychological feeling - taste, its quality directly affects the sales of products.

Color: the "workhorse" for expressing taste

Color is the most important link in food packaging design, and it is also the fastest information consumers can receive, which can set a tone for the entire packaging

Because the taste is mainly sweet, salty, sour, bitter and spicy "tongue", there are also various "mouthfeels"

Interestingly, human food is rich and colorful, but blue food that can be eaten by humans is rare in real life

As for the strong and weak characteristics of taste, such as soft, sticky, hard, crunchy, smooth and other tastes, designers mainly rely on the intensity and lightness of color to express

There are also some foods or drinks that express their taste directly with the product colors that people are used to.

But there are also some tastes that are not easy to express with color, such as bitter, salty, spicy, etc.

Pattern: Stimulate the appetite of consumers

Pictures or illustrations of different shapes and styles on food packaging can also give consumers taste cues

Round, semi-circle, and oval decorative patterns provide a cozy, warm feel and are used for mild-tasting foods such as pastries, preserves, and even convenience foods

The use of pictures can stimulate the appetite of consumers

For chocolate, coffee, tea, red wine and other foods with strong emotional tendencies when consumed, random hand-painted illustrations, beautiful landscape pictures, and even romantic legends can create an atmosphere on the packaging and give consumers indirect emotions first.

Modeling: abstract language expression

The shape of food packaging also has an impact on the taste expression of food

Vitality The form of food packaging itself is a form in a static state, and many of the natural forms give people a sense of beauty and taste with their strong vitality

Dynamic Dynamic means development, progress, balance and other good qualities

The sense of volume The sense of volume refers to the psychological feeling brought by the volume of the packaging

However, industry insiders pointed out that no matter how the design is made, the limitations of the production shape and production conditions of the packaging must be taken into account