{"id":3840,"date":"2026-01-05T09:00:09","date_gmt":"2026-01-05T09:00:09","guid":{"rendered":"https:\/\/resaplast.it\/?p=3840"},"modified":"2026-01-08T09:20:08","modified_gmt":"2026-01-08T09:20:08","slug":"color-packaging-choises-purchasing","status":"publish","type":"post","link":"https:\/\/resaplast.it\/en\/color-packaging-choises-purchasing\/","title":{"rendered":"Color and packaging: how color guides food choices and purchasing behavior"},"content":{"rendered":"
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\nNEWS\n<\/h1><\/div>\n<\/section>
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\nCOLOR AND PACKAGING: HOW COLOR GUIDES FOOD CHOICES AND PURCHASING BEHAVIOR\n<\/h1>
\n5 January 2026\n<\/div>\n<\/div>
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Today, packaging is the primary communication tool between the manufacturing brand, the product, and the consumer\u2014a vehicle for immediate communication that shapes consumers\u2019 decision-making processes.<\/strong><\/p>\n

In just a few seconds at the shelf, sight drives the majority of purchasing choices<\/strong>. Shapes, materials<\/strong>, and above all colors<\/strong> become cognitive cues that capture attention and influence perceptions of taste, quality, and healthiness<\/strong>.<\/p>\n

Color<\/strong>, in particular, is one of the most powerful tools of neuromarketing<\/strong>\u2014the discipline that integrates neuroscience, psychology, and marketing\u2014to design packaging capable of engaging with the consumer\u2019s subconscious and guiding purchasing behavior.<\/strong><\/p>\n

Recent studies conducted by Fudan University in Shanghai and published in the scientific journal Nature<\/em> have scientifically demonstrated the influence of packaging colors on the perceived caloric content of a product and on consumers\u2019 resulting food choices.<\/strong><\/p>\n

Within a virtual-reality supermarket, researchers presented participants (over 150 young adults) with packages identical in shape and size but different in color<\/strong>: red and green. The results for the two colors were clear:<\/p>\n