食品包装色彩对消费者热量感知的影响

作     者：姚哲清 

作者机构：上海工程技术大学管理学院上海 

出 版 物：《电子商务评论》 (E-Commerce Letters)

年 卷 期：2025年第14卷第1期

页      面：3607-3615页

学科分类：0832[工学-食品科学与工程（可授工学、农学学位）] 08[工学] 

主　　题：包装色彩 色彩营销 感官营销 食物热量感知 

摘      要：随着“低卡一词越来越成为食品商的营销卖点以及国家对健康生活方式的大力宣传,消费者在购买食品决策中也愈来愈看重食品热量因素。但在多数购买过程中,消费者只凭感官估算食物热量。并且对于快速流通的包装品,消费者更倾向于依赖视觉评估商品。此外,人们对事物色彩的冷暖感知会使其对该事物产生联想,通过意识的信息加工,从而形成对事物的印象。本研究通过定性研究与实验的手段,探讨饮料包装色彩对消费者感知饮料热量的影响。研究发现:暖色调包装和冷色调包装可以使消费者对饮料的热量感知不同;对于相同的饮料,不同的包装颜色,受暖色调影响的消费者对饮料的热量感知高于受冷色调影响的消费者;通过冷色调与暖色调包装感知热量的程度不受性别、年龄与饮用饮料频率的影响;绿色饮料包装是热量感知最低的颜色,红色饮料包装是热量感知最高的颜色。As the term “low-calorie increasingly becomes a marketing point for food merchants and with the national promotion of a healthy lifestyle, consumers are paying more and more attention to the caloric content of food in their purchasing decisions. However, in most purchasing processes, consumers rely solely on sensory estimation to gauge the caloric content of food. Moreover, for fast-moving packaged products, consumers tend to rely more on visual assessments of the goods. In addition, people’s perception of the warmth or coolness of colors can lead to associations with those colors, forming impressions of objects through the processing of information in consciousness. This study explores the impact of beverage packaging colors on consumers’ perception of beverage calories through qualitative research and experimental methods. The study found that: warm color packaging and cold color packaging can lead to different perceptions of beverage calories among consumers;for the same beverage, consumers influenced by warm tones perceive higher caloric content than those influenced by cool tones;the degree of caloric perception through cold color and warm color packaging is not affected by gender, age, or frequency of beverage consumption;green beverage packaging is the color with the lowest perceived calories, while red beverage packaging is the color with the highest perceived calories.