Taste Laws in Color Wheel and its Impact on Food Packaging

Food color may change people’s perception of their taste, by affecting the quality of taste. Because the taste of colors is related to people’s mentality and presuppositions and refers to everyone’s personal experience. Therefore, it is an acquired phenomenon. There is a meaningful correlation between taste and color. So, this research area needs an extensive study to reach general rules by considering a wide range of people with different experiences and mentalities. In this study, a statistical population was questioned for 11 general colors in food packing. After analyzing questionnaires data, significant correlations were obtained from matching the taste of colors with Itten colors cycle. It was demonstrated that most people identify secondary colors as color tonality, and the taste of complementary colors is felt and distinguished according to the intensity of their constitutive primary colors. For the second time questions about the tonality of colors such as green, orange and purple were asked, and the result matched with the Itten color rules. It was concluded that as colors have a set of basic rules, these rules also apply to the taste of each color, and perception of the color of each taste has a significant impact on food packaging.