Most people wouldn’t pick up on these nuances, but Carlos Velasco does. A professor of marketing at the BI Norwegian Business School in Oslo, he has devoted years to studying how seemingly inconsequential features of packaging—like color, typeface, and sound—can recalibrate what we taste. He’s discovered that angular, asymmetrical fonts make us perceive foods as sour, while we tie round, symmetrical writing to sweetness. That cloud-like Airheads lettering? To your brain, it’s positively saccharine. “If there’s a case in which typeface clearly contributes to the taste, it is this one,” Velasco says.
You can see this phenomenon all across the candy aisle: Reese’s deploys fonts that look almost creamy. Starburst lettering seems to curl backward, like someone scrawled it across a sphere. On the flip side, companies selling sour candies—like Warheads or Brain Blasterz—package their products with far more angularity. The writing on Brain Blasterz, a line of sour candies and candy sprays, looks claustrophobic, with sharp angles on the “B” and“Z.”
Candy companies, with their eccentric fonts and sharp flavors, offer a clear illustration of a broader shift in grocery stores. Over the last two decades, food and drink packaging has become far more scientific—and companies have figured out how to use tiny details, like typeface, to guide what we taste.
October 28, 2020 at 12:08AM
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Explore the subliminal messaging on your Halloween candy’s label - The Counter
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