An Exploratory Study on The Influence of Color on Appetite Sensation in a Dining Environment

Color plays an important role in psychology and human behavior. It should not be ignored in business marketing. The purpose of this study is to examine the relationship between color in a dining environment and appetite sensation. Furthermore, one of the controversial problems in color psychology, the gender difference, had also been discussed in this study. To study that, data were collected from the subjects who viewed eight color tuned 360-degree photos in the headset during a sensory evaluation test. Result from 50 subjects showed that black, white, red and yellow were the appetitive colors, while green was the opposite. Besides this, there was no significant difference in gender. As an exploratory study, it provides an additional insight into how color in a dining environment influences customer’s appetite and further direction in academia. Keywords—Color Perception, Appetite Sensation, Dining Environment