The Power of Color: Nudging consumers toward plant-based meat consumption
When used in packaging, color can attract attention, create positive associations, and enhance brand recognition. Because we eat with our eyes as well as our mouths, it is crucial to understand how color influences consumers’ purchase decisions in the context of plant-based-meat products.
PROVEG INTERNATIONAL: This report shows how packaging colour can influence consumers’ purchasing decisions and steer their preferences toward plant-based-meat products. We’ll delve into the application of choice-architecture design, particularly the use of harnessing attractive colours as a nudge, in order to promote the consumption of plant-based meat. Marketers in the food industry can use the insights to strategically design packaging and branding that appeals to consumers’ preferences for certain colours, effectively encouraging the consumption of plant-based meat.
In recent years, plant-based meat has gained momentum, but it still lags behind traditional meat consumption. While plant-based meat offers many advantages, such as sustainability and health benefits, barriers to consumption persist. Common factors influencing food choices include taste, price, and health. However, a factor that is seldom mentioned is the visual appeal of packaging, especially in terms of colour usage. Consumers are consistently influenced by their shopping environment. In addition to the obvious impact of price, their purchase decisions are guided by a range of factors that are designed to influence their purchase decision. These include product design, labelling, product placement, promotions, and other persuasive marketing material.
Remarkably, simply using appealing colours in product packaging has the power to reshape consumer behaviour and prompt a shift toward plant-based meat. Because we eat with our eyes as well as our mouths, the branding of food products should strive to be as visually appealing as possible for customers, and colour, especially, can evoke emotions and convey certain messages. When used in packaging, colour can attract attention, create positive associations, and enhance brand recognition. Thus, it is crucial to understand how colour influences consumers’ purchase decisions in the context of plant-based-meat products, particularly given the lack of research on specific colours used in plant-based branding. As such, this report aims to look at a selection of colours and determine which colours are most appealing to customers in the context of plant-based-meat products. SOURCE…
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