Workshop Description
Beyond its major role of preservation, packaging is an overlooked (and powerful) branding and marketing tool. Packaging plays an important role in attracting the consumers’ attention and creating sensory, hedonic, and symbolic expectations, which may affect actual product experience. This workshop will present the results of a series of experiments designed to investigate how design elements of the coffee packaging impact specialty coffee consumers’ evaluation and choice. More specifically, this engaging workshop drawn on Dr. Carvalho's innovative research published in Food Research International, will demonstrate how colors have a pivotal role in shaping consumer expectations and sensory experiences. Learn how to leverage crossmodal correspondences—linking colors to specific flavors—to optimize your packaging and appeal to target consumer segments.
During this interactive session, participants will:
- Learn the science: Gain insights into the latest findings on how color affects our perception of flavor and aroma and understand the psychological principles behind consumer choices.
- Experience the research: Participate in a sensory tasting that will bring the concept of crossmodal correspondence to life.
- Apply the Findings: Discover actionable strategies to elevate your coffee branding and packaging, making it more appealing to consumers. Participants will leave equipped with practical tools to leverage color psychology in their marketing efforts.
Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room U
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Dr. Fabiana Carvalho
Dr. Fabiana Carvalho is a neuroscientist specializing in sensory perception and consumer behavior, particularly in the context of food and beverages. Her recent research on the influence of packaging color on coffee consumption has been groundbreaking, revealing the intricate connections between color, taste expectations, and consumer decision-making.