Visual attractiveness depends on colorfulness and color contrasts in mixed salads

Abstract

The aim of the study was to investigate the impact of color and color combinations on visual attractiveness in food. Ten salad mixes were composed to represent pale-colored salads with no color contrasts and colorful salads with high color contrasts. A consumer study was conducted to discover the kind of color combinations that are seen as visually attractive in salad mixes. The salad portions were photographed and the photographs were introduced in the consumer study (n = 93). In addition, the color values (L*, a*, b*) of the salad compounds were measured using digital image analysis. The color dimensions chroma, saturation, vividness, depth and hue angle were calculated. The total color differences and the maximum differences between the salad components’ color values and color dimensions were calculated to describe the color contrasts in the salad portions. The results of the study indicated that colors and color combinations impacted visual attractiveness and that colorful salad portions with high color contrasts between salad components were more attractive than pale-colored salads with no color contrasts. Saturation and depth of color were the color dimensions associated with attractiveness. Color contrasts with the complementary colors red and green and with light and dark colors were preferred, along with high total color differences. The colorfulness and the color contrasts were associated with freshness, variability and complexity, and consequently with attractiveness. The improvement of visual attractiveness in food using intensive colors and stimulating color combinations is one potential way to tempt consumers to choose and consume more vegetables.