캡슐커피 포장 색깔이 소비자들이 기대하는 커피 맛에 미치는 영향 = The Effect of Capsule Coffee Packaging Color on Customers' Expecting Coffee Flavor

다국어 초록 (Multilingual Abstract)

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.

참고문헌 (Reference)

1 송만호, "한국 커피 산업 발전사" 한국식품과학회 53 (53): 397-409, 2020

2 International Coffee Organization, "World coffee consumption"

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6 Hyundai Research Institute, "Five trend transition and prediction with the coffee industry" 848 : 2019

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10 Spence, C., "Background colour & its impact on food perception & behavior" 68 : 156-166, 2018