“Color theory is tightly connected to psychology and how our brains associate color with emotions and triggers,” says Reilly Newman, brand strategist and specialist in buyer psychology. “Many popular fast-food brands use appetite-stimulating colors in their brand visual identities.”
“Newman adds that red and yellow are “energetic and attractive to us, especially when combined. One color you’re far less likely to find in food-related packaging is blue. While reds, yellows, and oranges are common hues in nature’s edible offerings—like fresh proteins and ripe fruits and vegetables—naturally blue food items are rare in the wild. The more common natural source of blue, as it relates to food, isn’t exactly appetizing. As a result, blue and other cooler tones often have the opposite effect on our appetites, says Newman. “Because these colors are associated with mold, rotting, etc., our appetites are typically suppressed.”
