Does dark mean insect? Investigating the impact of food color on the perceived likelihood of insect ingredients and consumer acceptance

To mitigate the aversion triggered by visible insect cues, many food manufacturers process insect ingredients to make them visually imperceptible and incorporate them into familiar products. This strategy increases ambiguity for consumers in judging whether a product contains insect ingredients. In this context, this research examines whether a subtle visual cue—food color lightness—affects consumers' inferences about the presence of insect ingredients and their subsequent product acceptance. Across two online experiments, participants evaluated lighter- and darker-colored bread (Study 1) and cookies (Study 2). Results consistently showed that darker-colored foods led to a higher perceived likelihood of containing insect ingredients. Although the total effect of food color on consumer acceptance was not significant, mediation analyses revealed a significant indirect effect: darker color increased the perceived likelihood of insect content, which in turn significantly reduced acceptance. Moreover, Study 2 demonstrated that individual attitudes toward entomophagy moderated this indirect effect: it was negative for participants with unfavorable attitudes but reversed for those with highly positive attitudes. These findings contribute to the sensory marketing and food perception literature and provide valuable practical insights for developing insect-based food products.