Wednesday, January 20, 2016

Colour Choices When Working with Food. Fact or Myth…

Does colour affect our appetites when it comes to food? Red, yellow and orange are commonly used in food branding; McDonalds, KFC and Hungry Jacks immediately spring to mind… Then on the opposite side of the spectrum, we have Weight Watchers and Jenny Craig using the colour blue.

Let's look at the facts and establish how much of an emphasis should be placed on it. Studies show that blue does indeed have an effect of decreasing our appetites and red, yellow and orange stimulate it. Humans have adapted over time to their surroundings and basically the environment doesn’t have much in terms of blue food. Therefore our brains do not associate the colour blue with food! Meanwhile red and yellow-based colours stimulate warm, comforting feelings and along with green appear in many foods (including our favourite unhealthy takeaways!)

It seems that while colour choice should come down to the individual brand, and what’s appropriate, there’s a reason these particular colours dominate the food industry and should be taken into account when creating your marketing material.