지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2021.2
- 수록면
- 25 - 32 (8page)
- DOI
- 10.5143/JESK.2021.40.1.25
이용수
초록· 키워드
오류제보하기
Objective: This study was conducted to investigate customers’ expecting capsule coffee flavor which is subjectively perceived by the packaging color.
Background: The perception of taste is subjective multisensory. It is known the physical properties of a drink container influence customers’ perception and the package design affects customers’ consumption. Especially packaging color is significantly important for capsule coffee because the color is the main method to deliver information about the product.
Method: 49 colors were selected after examining the colors of capsule coffees and the Coffee Taster’s Flavor Wheel. The participants imagined the taste of capsule coffee from the presented colors and chose 5 colors for each coffee taste attribute such as aroma, strength, body, and overall flavor online.
Results: The participants expected brownish colored capsule coffee would have good aroma and taste, strong strength, and body. Green, blue, pink, purple, and gray colors were presumed to show bad aroma and taste. The dark-colored capsule was expected to be proper for the capsule coffee with strong strength and body and saturated colored capsules were believed good for weak strength and body coffee. Coffee aroma and overall taste were similarly evaluated and body and strength were also assessed correspondingly.
Conclusion: Coffee is a necessary beverage for modern people, and its market size is steadily increasing. Packaging color is a significant marketing element for the capsule coffee. Customers would expect the corresponding coffee aroma, strength, body, and flavor from the coffee capsule color when proper packaging color is used for the capsule coffee.
Application: Coffee makers can apply the results of study to select appropriate packaging color for the capsule coffee.
Background: The perception of taste is subjective multisensory. It is known the physical properties of a drink container influence customers’ perception and the package design affects customers’ consumption. Especially packaging color is significantly important for capsule coffee because the color is the main method to deliver information about the product.
Method: 49 colors were selected after examining the colors of capsule coffees and the Coffee Taster’s Flavor Wheel. The participants imagined the taste of capsule coffee from the presented colors and chose 5 colors for each coffee taste attribute such as aroma, strength, body, and overall flavor online.
Results: The participants expected brownish colored capsule coffee would have good aroma and taste, strong strength, and body. Green, blue, pink, purple, and gray colors were presumed to show bad aroma and taste. The dark-colored capsule was expected to be proper for the capsule coffee with strong strength and body and saturated colored capsules were believed good for weak strength and body coffee. Coffee aroma and overall taste were similarly evaluated and body and strength were also assessed correspondingly.
Conclusion: Coffee is a necessary beverage for modern people, and its market size is steadily increasing. Packaging color is a significant marketing element for the capsule coffee. Customers would expect the corresponding coffee aroma, strength, body, and flavor from the coffee capsule color when proper packaging color is used for the capsule coffee.
Application: Coffee makers can apply the results of study to select appropriate packaging color for the capsule coffee.
목차
1. Introduction
2. Method
3. Results
4. Conclusion
References
참고문헌 (10)
참고문헌 신청
Carvalho, F. M. / 2019 / Cup colour influences consumers' expectations and experience on tasting specialty coffee / Food Quality and Preference 75:157~169
de Sousa, M. M. / 2020 / Coulour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgment of specialty coffee / Food Quality and Preference 66:64~75
Gilbert, A. N. / 2016 / The color of emotion : A metric for implicit color associations / Food Quality and Preference 52:203~210
Hyundai Research Institute / 2019 / Five trend transition and prediction with the coffee industry / Weekly Economic Review 848
International Coffee Organization / World coffee consumption
de Sousa, M. M. / 2020 / Coulour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgment of specialty coffee / Food Quality and Preference 66:64~75
Gilbert, A. N. / 2016 / The color of emotion : A metric for implicit color associations / Food Quality and Preference 52:203~210
Hyundai Research Institute / 2019 / Five trend transition and prediction with the coffee industry / Weekly Economic Review 848
International Coffee Organization / World coffee consumption
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