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Packaging

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Alternatively, those in the round typeface groups generally found the coffee to be sweeter.	Bruce 2024-11-8	034	Bruce 2024-11-8 17:19
Before and after sampling, participants in the group given the angular typeface bags expected and perceived the coffee to be more acidic.	Bruce 2024-11-8	020	Bruce 2024-11-8 17:19
Then, after sampling the coffee, they were questioned about their perceptions of sweetness and acidity.	Bruce 2024-11-8	018	Bruce 2024-11-8 17:19
Participants were first asked to fill out a survey to determine their expectations based on the visual impressions of the packaging.	Bruce 2024-11-8	020	Bruce 2024-11-8 17:19
The coffee was brewed in a V60 and the only difference was the typeface on the packaging.	Bruce 2024-11-8	016	Bruce 2024-11-8 17:18
The coffee inside both bags was exactly the same: a micro-lot, natural processed Obata from Mococa, Mogiana in S?o Paulo.	Bruce 2024-11-8	020	Bruce 2024-11-8 17:18
Half were given coffee in packaging that displayed an angular typeface, while the other half had coffee in packaging that showcased a rounded typeface.	Bruce 2024-11-8	020	Bruce 2024-11-8 17:18
Their study consisted of 146 participants who were split into groups of 12.	Bruce 2024-11-8	021	Bruce 2024-11-8 17:18
Additional research carried out by the universities of Lavras and Campinas in Brazil supports these findings.	Bruce 2024-11-8	025	Bruce 2024-11-8 17:17
Supporting studies	Bruce 2024-11-8	022	Bruce 2024-11-8 17:17
For example, it refers to how the visual shape of an object, either round or spiky, is linked to the shape that our lips make when we say that corresponding word �C either open and rounded, or narrow and wide.	Bruce 2024-11-8	025	Bruce 2024-11-8 17:17
This effect is thought to come from the phonetic and articulatory features of the words.	Bruce 2024-11-8	020	Bruce 2024-11-8 17:17
This is known as the bouba-kiki effect.	Bruce 2024-11-8	018	Bruce 2024-11-8 17:16
For example, people tend to associate sharp, angular lines with crisper, more acidic sourness. Whereas softer, more rounded curves lead people to think of sweeter, more mellow flavour notes.	Bruce 2024-11-8	030	Bruce 2024-11-8 17:16
In particular, the roundness �C or curvilinearity �C of lines had an impact on consumers�� expectations and perceptions.	Bruce 2024-11-8	015	Bruce 2024-11-8 17:16
Essentially, the research found the psychological effects of typeface on customer expectations were significant.	Bruce 2024-11-8	020	Bruce 2024-11-8 17:16
��It seems reasonable to suggest that typefaces might be associated with specific taste properties as well,�� Velasco explains.	Bruce 2024-11-8	018	Bruce 2024-11-8 17:15
He revealed that people associate specific shape properties with basic taste attributes, such as sweet, bitter, and sour.	Bruce 2024-11-8	019	Bruce 2024-11-8 17:15
Dr Carlos Velasco, a marketing professor at BI Norwegian Business School, has researched how typeface may influence consumer expectations for taste.	Bruce 2024-11-8	030	Bruce 2024-11-8 17:15
How does typeface influence perceptions of coffee?	Bruce 2024-11-8	025	Bruce 2024-11-8 17:15

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