The purpose of food packaging has evolved a lot from what it used to be. At first, packaging was mainly used as a means to preserve and transport food items. Later, it was used as a way to gain consumers’ attention in shops and influence their preferences. More recently, a growing interest has been placed on how packaging can contribute to the multisensory experience of consumption.
But how come that something like packaging, which does not objectively alter the actual taste of food, can have so much impact? Let’s delve into how visual elements on food packaging can change taste expectations!