John B. Hutchings

Expectations and the Food Industry

The Impact of Color and Appearance

• Broschiertes Buch

Produktbeschreibung

We purchase an object or enter a scene not for their own sake but for the expectations we have of them. When we purchase an orange we do so in the expectation that it will quench our thirst or that it will taste good, or that it will make us healthy. On the other hand, our orange is so perfect looking (because it has been dosed with insecticide and herbicide) and shiny (because it has been coated with wax) that if we do not wash it thoroughly before eating we will eat it in the expectation that it will poison us. The activity of the moment is pursued not only for duty or immediate pleasure, but also with the dread, excitement, or merely boredom of that which we have a plate of food in front of us, we are lies ahead. This applies whether entering a room, shopping, at work or play, or merely doing the washing up. We are continually experiencing expectations, most of them subconsciously. However, all lead to motivation and state of mind. Joy or disappointment results from the fulfilment or otherwise of prior expectations. In other words, the stimulus provided by the total appearance of an object or scene engenders expectations of the outcome of our involvement with the object or event.

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Produktdetails

• Verlag: Springer / Springer US / Springer, Berlin
• Artikelnr. des Verlages: 978-0-306-47709-6
• Softcover reprint of the original 1st ed. 2003
• Seitenzahl: 200
• Erscheinungstermin: 30. April 2003
• Englisch
• Abmessung: 235mm x 155mm x 12mm
• Gewicht: 347g
• ISBN-13: 9780306477096
• ISBN-10: 0306477092
• Artikelnr.: 23113927

Inhaltsangabe

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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Preface.
1. Color, appearance and expectations.
2. Perception of color and appearance.
3. Lighting and illumination.
4. Appearance and expectations of the stranger.
5. Color, appearance and expectations in advertising and packaging.
6. Color, appearance and expectations from building façades.
7. Color, appearance and expectations in the store.
8. Appearance and expectations in the food and drink consumption environment.
9. Color, appearance and expectations of food.