Movement implies freshness – even for packaged food

By Caroline SCOTT-THOMAS contact

- Last updated on GMT

Related tags: Appeal

Movement implies freshness: Study
Implied motion in food advertising – such as an image of juice being poured into a glass – may make food appear fresher and more appealing, according to a study published in Food Quality and Preference.

The team of Israeli and US researchers asked 105 study participants to rate the freshness or the appeal of two similar pictures of orange juice, one in which the orange juice had already been poured into a glass, and another in which the orange juice was being poured. Participants rated the image of the juice being poured as both significantly fresher and more appealing than the still image of the juice.

Analysing the results, the researchers found that greater perceived freshness explained the pouring juice’s greater appeal.

"We're hard-wired to be attracted to motion, so moving objects not only capture our attention but look more appealing,” ​said co-author Aner Tal.

Primitive association

The study’s authors suggested that the results were an example of how a mechanism for assessing freshness among primitive humans could be overextended in the context of the modern world. While moving water in nature would likely be fresher than still water, as would moving fish, or even plants swaying in the wind, such a link between freshness and movement may no longer be relevant.

“Marketers apply consumers’ primitive associations between different cues and food quality to help promote product sales,” ​the researchers wrote.

“For example, spraying water on fruit and vegetables in the produce section serves marketers not only to help retain freshness but also to enhance display attractiveness…. Similarly, marketers exploit the association between product movement and freshness to increase the appeal of their products. They may use it in cases where there is no longer a tight connection between movement and freshness, such as in boxed and processed foods.”

They suggested that marketers could use pictures of implied motion to promote healthy eating – or could go further by using video screens in retail settings.

 

Source: Food Quality and Preference

Vol. 46, December 2015, pp. 160–165 doi:10.1016/j.foodqual.2015.07.015

“Fresh from the tree: Implied motion improves food evaluation”

Authors: Yaniv Gvili, Aner Tal, Moty Amar, Yael Hallak, Brian Wansink, Michael Giblin, Colombe Bommelaer

Related news

Show more

Related products

show more

Reduce Sugar. Add Fibre. Use VitaFiber™ IMO

Reduce Sugar. Add Fibre. Use VitaFiber™ IMO

LEHVOSS Nutrition– Gee Lawson | 11-Oct-2019 | Data Sheet

VitaFiber™ IMO is a plant-based food ingredient made from tapioca or pea starches and belongs to the special group of carbohydrates called oligosaccharides....

Clean and natural solutions for food colouring

Clean and natural solutions for food colouring

Kancor Ingredients Limited | 04-Oct-2019 | Application Note

Consumers are well informed these days and hence there is an overall demand for transparency and simplicity in product labelling. The food colouring industry...

Related suppliers

Follow us

Featured Events

View more

Products

View more

Webinars