Colour in Food : Improving Quality

Our choice of food is governed by many factors, the principal of these being availability. In affluent societies, where there is abundant supply and variety of food items, the choice presented in the modern supermarket is immense. Supermarkets are likely, at any time, to stock several thousand items. Many of
these will be different in type but others will be of a similar nature although supplied by a variety of manufacturers. Perusal of any supermarket shelf or refrigerated or frozen display cabinet will present the consumer with a decision process of what to purchase and for what purpose. The mechanism of human behaviour in this process of selection and purchase is the subject of several
recent books (Marshall 1995; Meiselman and MacFie 1996; Mowen and Minor 1998; Sheth et al. 1999). High on the list of factors contributing to this process are the influences of the colour appearance of the food or food package and the ambience of the display surroundings (Cardello 1994). Success in the food industry depends on supplying consumers with what they want and doing it attractively, consistently and safely with consequential long-term consumer satisfaction leading to repeat purchase.