How Packaging Colours Shape Coffee Expectations: What It Means for Decaf Brands
New Research Reveals the Psychological Impact of Colour Choices on Specialty Coffee Perception
The specialty coffee world has long understood that taste goes far beyond what's in the cup. A fascinating new study by Fabiana Carvalho and colleagues published in Food Research International reveals just how powerfully packaging colours influence specialty coffee consumer expectations about coffee flavours, characteristics.
The Crossmodal Connection Between Colours and Taste
Before diving into specific findings, it's worth understanding the science behind colour's influence on taste perception. Researchers call these relationships "crossmodal correspondences" - non-arbitrary associations between different sensory inputs. These connections aren't random; they're often based on experiences we've internalised through repeated exposure.
For instance, our association of red/pink with sweetness likely stems from evolutionary experiences with ripening fruits, while our association of brown with bitterness might connect to our experiences with dark-roasted foods. These associations are so powerful they can actually prime our taste buds to experience flavours differently based purely on visual cues.
The food packaging industry has long made use of these connections, but until recently, there's been limited research on how these principles apply specifically to specialty coffee, particularly regarding packaging design elements.
The Science Behind Coffee Packaging Colours
Researchers recently surveyed 238 specialty coffee consumers to understand how packaging colours affect our expectations. They tested sixteen different coffee bag colours with varying hues and saturation levels, measuring how each influenced expectations about flavour, acidity, sweetness, bitterness, body, and roast level.
The study, led by Fabiana Carvalho and colleagues, represents the first comprehensive analysis of how packaging colours specifically influence specialty coffee consumer expectations across multiple sensory dimensions.
The results align with previous research and what many of us intuitively feel when browsing coffee shelves; colours create powerful expectations about what's inside the bag! In other words, we do judge a book by its cover.
Key Colour Associations for Coffee Drinkers
The study identified several clear patterns that specialty coffee producers (including decaf brands) should consider:
Pink packaging created expectations of sweetness and berry or floral flavour notes, and was strongly associated with being "modern"
Yellow packaging signalled high acidity and citrus notes
Brown and black packaging indicated bitterness, dark roast, intense aroma, and cocoa flavour notes
Green packaging was strongly associated with "organic" concepts
Blue packaging interestingly connected with berry flavour notes, particularly at higher saturation levels
Perhaps most relevant for decaf coffee enthusiasts: dark brown packaging was specifically associated with "decaffeinated" coffee. This creates an interesting dilemma for decaf producers who want to highlight their specialty status rather than just their caffeine-free nature.
The Saturation Factor
Beyond just hue, the researchers found that saturation levels (colour intensity) significantly impacted consumer expectations:
Higher saturation colours led consumers to expect stronger flavour intensity, more bitterness, fuller body, and darker roast
Lower saturation colours created expectations of milder, potentially more nuanced flavour profiles
Interestingly, consumers generally expected to enjoy coffees from lighter-coloured bags more than those from darker, more saturated packaging. This contradicts conventional wisdom that darker colours signal premium quality in coffee — it also means I have to reconsider my packaging choices at Decaf Before Death…
The researchers suggest this preference might relate to specialty coffee's distinct attributes - unlike commercial coffee characterised by intense bitterness from dark roasts, specialty coffee is valued for sweetness, acidity, and lighter roast profiles highlighting origin characteristics. In particular, black is associated with commercial brands.
What This Means for Decaf Coffee Brands
For decaf roasters and retailers, these findings offer valuable insights:
The decaf dilemma: While dark brown packaging connects with "decaffeinated" in consumers' minds, it also signals bitterness and dark roast, qualities sometimes associated with lower-quality decaf processing. This creates tension between signalling "decaf" and suggesting "specialty quality."
Breaking conventions: Decaf brands seeking to highlight their specialty status might consider unexpected colours like pink (suggesting sweetness and floral notes) or yellow (suggesting brightness and acidity) to distinguish themselves from conventional decaf offerings.
Saturation strategy: Using lower saturation colours could help create expectations of mellower, refined flavour profiles that many specialty decaf coffees aim to deliver.
Generational considerations: The study also found that younger consumers were more likely to prefer coffees with floral notes and expect to enjoy coffees in pink packaging. For decaf brands targeting younger demographics, this might inform packaging design choices.
Beyond Colour: What Else Matters
While colour creates powerful first impressions, the study also identified other crucial packaging information that influences purchasing decisions:
Roast level information
Origin details (country, region)
Specific flavour descriptors
Processing method
For decaf producers, clearly communicating these quality signals alongside thoughtfully chosen colours can help overcome any lingering consumer bias about decaffeinated coffee quality. Roasters, including information about the coffee and the roast level is key if you want to attract specialty drinkers.
Final Thoughts
As the specialty coffee industry continues to grow and evolve, decaf offerings deserve the same attention to packaging design as their caffeinated counterparts. The thoughtful use of colour can help bridge the gap between consumers' expectations and the increasingly impressive reality of specialty decaf coffees.
These findings are particularly relevant in today's competitive specialty coffee market where differentiation is key. When the majority of roasters rely on a small number of importers (e.g., Raw Material, Forest Coffee), strategic colour choices could be a powerful tool in differentiating them and reshaping consumer expectations.
Next time you're selecting a coffee, pay attention to how the packaging colours might be influencing your expectations and whether the coffee inside delivers on those chromatic promises.
I like the September Rainbow package. Black and white half and half.