Color & Food

Expectations drive our decisions, lives and actions. Interpretation of the scene governs whether or not we eat the food front of us, or whether or not we patronize a particular store or restaurant. Throughout the food supply chain expectations (derived from the total appearance of the food) are at the heart of quality and price judgements. On entering a restaurant or pub we may subconsciously judge expectation qualities such as cleanliness, comfort, privacy and quality. Such judgements are direct responses to the visual properties of the space. A holistic approach is taken because total appearance images and expectations are critical in separate and interlinking ways to all aspects of food research, development, production, marketing, sales and preparation, as well as consumption.