An exploration of the science behind color psychology and its impact on appetite. What colors make us feel hungry and why?
Why do marketers often use certain colors when marketing food? These questions, and more, will be addressed in this article.
Why Color Affects Appetite
An exploration of the science behind color psychology and its influence on appetite. Color psychology is considered an important factor in marketing and advertising, as different colors evoke different emotions in people.
It has also been suggested that particular colors can stimulate one’s appetite and make them feel hungrier. The impact of color on appetite, however, is still a subject of much debate. In certain parts of the world, certain colors are associated with food.
For example, in Japan, green, is often associated with sushi. Green is a natural, calming color and the color of nature and can evoke a subconscious feeling of healthfulness and freshness, leading to an increased appetite. In contrast, in China, red is often associated with food.
Red is a stimulating color, and has been linked to increased levels of hunger and cravings. As can be seen, certain colors can have a substantial impact on one’s appetite.
In Western cultures, it is common to see restaurants or business using red or orange to attract their customers. This is because these colors have an energizing effect, which can help to create a stronger appetite. For example, McDonalds, the fast food chain, uses red and yellow in their logo and much of their advertising.
These two colors have been repeatedly linked to increased hunger. Thus, fast food restaurants are often themed in red and yellow to capitalize on the potential appetite we might feel upon seeing those colors.
Psychological and Physical Effects
The impact of color on appetite is not limited to the psychological. Certain studies have demonstrated that different colors can contribute to changes in hormone levels that can further enhance appetite.
For example, a study in 2015 examined how different colors altered the blood sugar levels of participants. It was found that participants exposed to red had higher blood sugar levels than those who were exposed to blue. This ultimately leads to an optimisation of energy levels and an overall increase in appetite.
Furthermore, it has been suggested that attention and memory largely influence our food choices. An article from Forbes & Ober, (1976) looked at how color influences the decoding processes and hence, signals to the viewer the type of food being offered.
It was found that distinct color combinations can help to communicate the type of food being presented, making it easier to identify and remember. This can lead to an increase in appetite when viewing certain colored foods that we are already familiar with. Our physiology can also be affected by certain colors.
Warm colors such as red, yellow, and orange can activate the autonomic nervous system, which can affect the functioning of one’s hunger hormones. This can lead to an increase in hunger, as these warm colors can stimulate an enhanced response in the hypothalamus. Studies have also shown that the combination of warm and cool colors can increase the pleasantness of food and stimulate hunger even more.
Additional Factors to Consider
The impact of color on appetite is further complicated by additional factors. Studies suggest that the age of the viewer is a factor when it comes to color triggering hunger.
Generally speaking, young people are more likely to be affected by color than older people. Studies have also suggested that gender may also be a factor for color related appetite change. Women, for example, are more likely than men to associate certain colors with food and hunger.
Furthermore, the influence of nutritional information and marketing campaigns can also affect how an individual responds to color. The role of familiarity can also play into the relationship between color and appetite.
Studies have demonstrated that people are more likely to be hungry in response to certain colors if they are familiar with the food that it represents. This includes looking at the combination of other stimulants such as smell, flavor, and nutrition. Thus, familiarizing yourself with certain colored foods can help to stimulate hunger through familiarity.
Concluding Thoughts
It is evident that color can play an important role when it comes to appetite. Different colors can evoke different emotions, leading to an increase in appetite.
In particular, warm colors like red, yellow and orange have been linked to increased appetite. However, the effect of different colors on appetite is complex and also depends on other factors such as age, gender and familiarity. Ultimately, color can be considered an important factor when it comes to marketing.
Understanding the influence of color on appetite can help to foster a stronger connection between consumers and products. By using the right colors, marketers and advertisers can evoke a stronger feeling of hunger, enticing customers to purchase their products. Thus, it is important to consider the influence of color when thinking about appetite.
Color psychology can provide an incredibly helpful tool in orchestrating strong marketing campaigns, as different colors can help to evoke certain emotions, including hunger. This can help to ensure businesses meet their goals and drive customer satisfaction.