The role of visual cues in consumer perception and acceptance of a food product

Abstract

Discusses the role appearance plays in influencing consumer perception and subsequent acceptance of a food product. Texture and flavour have long since been known to exert an effect on consumer perception. However, the “first taste is almost always with the eye”. This is especially the case where a food product is sold through its appearance, rather than through its packaging. In addition, appearance can have a halo effect which modifies subsequent flavour perception and food acceptability. The article also briefly discusses the many factors that affect the perception process and the significance of food product development in the food industry.