Winning Color Strategies

In the Oscars of the food and beverage industry, colors wins Best Supporting Actor/Actress, hands down. Taste takes the lead, and is often the No. 1 determinant of a product’s success. If a food or beverage doesn’t taste good, the consumer likely won’t be back for more. However, before a consumer tries a product, he likely bases his purchasing decision on the expectation that the product will taste good. And that expectation is largely enforced by the product’s appearance. For this reason, color is a key consideration when designing food and beverage products, and one developers can’t afford to miss the mark on. And increasingly, the emphasis is on "natural" colors.