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Home > Science, Technology & Agriculture > Industrial chemistry and manufacturing technologies > Industrial chemistry and chemical engineering > Food and beverage technology > Expectations and the Food Industry: The Impact of Color and Appearance
Expectations and the Food Industry: The Impact of Color and Appearance

Expectations and the Food Industry: The Impact of Color and Appearance


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About the Book

Expectations drive our lives and actions. Our interpretation of the scene out in front governs whether or not we eat and whether or not we patronize a store or restaurant. The activity of the moment is pursued not only for duty or immediate pleasure but also with the dread, excitement, or merely boredom that lies ahead. The stimulus provided by the total appearance of the object or scene engenders expectations of the outcome of our involvement with the object or event. Throughout the food chain, expectations are at the heart of quality judgements and price. On entering a restaurant or pub we may subconsciously judge qualities such as cleanliness, comfort, privacy, and quality. A major part of these judgements are responses to the visual properties of the space. This book tackles expectations and how they arise, expectations associated with strangers involved in the food industry, with the business facade, advertisement and packaging, as well as expectations engendered in store and restaurant and from the food itself. This holistic approach has been taken because total appearance images and expectations are critical in separate and interlinking ways to all aspects of food research, development, production, marketing, sales and preparation, as well as consumption. Above all, they are critical to each individual customer whether they are in the kitchen, store, restaurant or pub. This book seeks to help those in all areas of industry who contribute to the visual stimulus experienced by the customer. These include architects, store designers, and food producers, whether they be banquet chef or manufacturer, as well as those in advertising and packaging or having responsibility for training customer contact staff. It will also serve as a text for students and graduates of food science, marketing in its widest sense, retailing, and those concerned with food and its presentation. Although this book is directed at members of the food industry, the philosophy, approach, and interpretation apply to all industries and service sectors that depend on a person's visual appraisal of an object, scene, or situation.

Table of Contents:
1. Expectations, Color and Appearance.- Expectations.- Factors Creating Expectations.- References.- 2. Perception of Color and Appearance.- Expectations.- Vision.- Color Perception.- Color-Related Perceptions.- Understanding Expectations in Terms of Specification and Visualisation.- References.- 3. Lighting and Illumination.- Expectations.- Lighting of Rooms and Spaces.- Food Displays.- Light Source Quality Specification.- Practical Light Sources.- References.- 4. Expectations and Appearance of the Stranger.- Expectations.- Visually Assessed Security.- Physical Appearance.- Personal Space.- Nonverbal Communication.- Nonverbal Communication and Staff Behavior.- Visual Identification.- Visually Assessed Properties of the Stranger Relevant to the Scene: Usefulness and Pleasantness.- Visually Assessed Satisfaction.- References.- 5. Expectations, Color and Appearance in Advertising and Packaging.- Expectations.- Color and Appearance in Food Advertising and Packaging.- Advertisements Versus Packs.- Uses of Color.- Functional Colors.- Referent System Colors.- Colors in Combination.- Colors to Reinforce Flavors.- Color in Differentiation.- Cultural Messages Delivered by Color and Appearance.- Typography.- Color Reproducibility and Efficacy in Printing.- Color Coding.- Analysis of Appearance.- 6. Expectations, Color and Appearance of Building Façades.- Expectations.- Driving Forces for Restaurant Impact Colors.- Geology.- The Heritage Industry.- Brand Colors.- Population Type.- Tradition.- Folk Custom.- Other Driving Forces.- Driving Forces for Store Impact Colors.- References.- 7. Expectations, Color and Appearance in the Store.- Expectations.- Evolution of Store Appearance.- Store Design.- Layout.- A Walk around the Store.- Customers.- Sensory Marketing.- In-StoreIrritations.- Concerns of the Customer.- References.- 8. Expectations, Color and Appearance in the Food and Drink Consumption Environment.- Expectations.- Evolution of Eating Decor.- Physical Design.- Spatial Dimension.- Cleanness.- Quality.- Comfort.- Privacy.- Characteristics and Images of Eating and Drinking Venues.- Venues and Scales.- The Physical Environment.- Images of the Environment.- Venue Characteristics.- The Physical Environment.- Venue Images.- Effects of the Physical Environment on Images Induced.- Physical Situation.- Lighting.- Decoration and Color.- Upkeep and Cleanness.- The Tabletop.- Kitchen Presentation and Actual Cost.- Specific Interrelationships.- Elegance and Poshness Images.- Masculine to Feminine Image.- Expectations.- Color for Food and Drink Interiors.- Appetite Colors.- Color Awareness.- References.- 9. Expectations, Color and Appearance of Food.- Expectations.- Food Color: The Principles.- Mechanisms of Food Coloration.- Physiological Role of Food Pigments.- Color Changes during Food Preparation.- Color Addition.- Color Associations.- Food Appearance: The Principles.- Visual Structure and Surface Texture.- Food Translucency.- Food Gloss.- Food Appearance Ethics.- Food Display: The Principles.- Tradition of Food Display.- Elements of Design.- Creating the Show.- On the Plate.- Food Color in Tradition.- Food Symbolism and Fashion.- Traditional Foods.- Food Folklore.- References.


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Product Details
  • ISBN-13: 9780306477096
  • Publisher: Springer Science+Business Media
  • Publisher Imprint: Plenum Publishing Co.,N.Y.
  • Height: 235 mm
  • No of Pages: 180
  • Sub Title: The Impact of Color and Appearance
  • ISBN-10: 0306477092
  • Publisher Date: 30 Apr 2003
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Width: 155 mm


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