Colored Backgrounds Affect the Attractiveness of Fresh Produce, but Not it’s Perceived Color

Keywords

Vegetables, Retail design, Color assimilation, Color contrast, Simultaneous contrast

Abstract

The color of the background on which products are presented may affect their perceived attractiveness.We presented five different vegetables (tomato, carrot, yellow bell pepper, cucumber, eggplant) on fourdifferent background colors (orange or blue, either light or dark). Although the backgrounds did not affectthe direct color perception of the vegetables, they did affect their perceived attractiveness, with quite dif-ferent backgrounds proving optimal for the various vegetables. These outcomes suggest that it is difficult tofind non-neutral background colors on which a large number of vegetables can be presented in an optimal way.

Original Publication Citation

Shifferstein, H., & Howell, B. (2016). Coloured Backgrounds Affect the Attractiveness of Fresh Produce, But Not It’s Perceived Color. Journal of Food Quality and Preference, doi.org/10.1016/j.foodqual.2016.10.011.

Document Type

Peer-Reviewed Article

Publication Date

2017-3

Permanent URL

http://hdl.lib.byu.edu/1877/6113

Publisher

Food Quality and Preference

Language

English

College

Ira A. Fulton College of Engineering and Technology

Department

Technology

University Standing at Time of Publication

Associate Professor

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