Do typefaces of packaging labels influence consumers' perception of specialty coffee? A preliminary study
2020
de Sousa, Maísa M. M. | Carvalho, Fabiana M. | Pereira, Rosemary G. F. A.
The multisensory attributes of packaging provide an important source of information on attracting consumers' attention. They also help priming sensory and hedonic expectations, which may affect the judgment of products. The present study aimed at investigating whether the typeface of packaging labels would influence the sensory and hedonic judgments of specialty coffee by amateur consumers. Specialty coffee amateur consumers (n = 146) evaluated their expectations of coffee acidity and sweetness by looking at package labels with different typefaces, varying solely on the roundness or angularity. Subsequently, they rated their experiences of the same attributes when tasting a cup of coffee, in addition to judging their liking and purchase intent. The results revealed that the angular typeface increased expectation and actual perception of the coffee acidity as well as purchase intent ratings. However, contrary to the frequently suggested correspondence between sweetness and roundness, no association was found between the round typeface and sweet taste ratings. PRACTICAL APPLICATIONS: This study contributes to the literature of taste/shape crossmodal correspondence by showing that the consumers' sensory and hedonic evaluations of specialty coffee are influenced by the angularity versus roundness of the typeface on the packaging label. These findings emphasize the potential importance of the visual elements of packaging labels on consumers' perception of food/drink. These results are relevant to packaging design since different coffee profiles could be matched with different label typefaces in order to potentially enhance the consumers' coffee drinking experience.
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