Consumer expectations for vegetables with typical and atypical colors: The case of carrots

The variety of fruits and vegetables in today’s supermarkets is enormous. We investigated how color may lead consumers to anticipate differences in product properties. Forty volunteers rated the expected properties for carrots with different colors presented in pictures, together with their familiarity, purchase intention, and intended...

How neutral coloured backgrounds affect the attractiveness and expensiveness of fresh produce

The colour of the background on which products are presented may affect their perceived attractiveness. In order to find out on which type of background various fresh food products look most attractive, we presented five different vegetables (tomato, carrot, yellow bell pepper, eggplant, mushroom) on five different backgrounds with neutral...

Colored backgrounds affect the attractiveness of fresh produce, but not it's perceived color

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 four different background colors (orange or blue, either light or dark). Although the backgrounds did not affect the direct color perception...