The Influence of Food Colors on Emotional Perception and Consumer Acceptance: A Sensory and Emotional Profiling Approach in Gastronomy

Food color is a powerful determinant of consumer perception, influencing emotions, taste expectations, and hedonic responses. This study investigated how red, yellow, and blue plating colors affect emotional responses, acceptance, and taste associations. Emotional descriptors were defined through two focus groups (n = 17) and validated in a consumer study with 295 participants (63.4% female, 35.3% male). Three color-dominant samples were evaluated online using the Check-All-That-Apply (CATA), Rate-All-That-Apply (RATA), and a nine-point hedonic scale. The red sample achieved the highest acceptance (7.27), followed by blue (7.03) and yellow (6.82) (<i>p</i> < 0.05). Red was strongly associated with positive RATA terms such as <i>pleasant</i> (3.90), <i>with pleasure</i> (2.95), and <i>satisfied</i>, while blue elicited negative responses, including <i>disgusted</i> (72%) and <i>no appetite</i> (74%). Pearson correlations confirmed <i>pleasant</i> (r = 0.70, <i>p</i> < 0.001) and <i>with pleasure</i> (r = 0.58, <i>p</i> < 0.001) as key acceptance drivers, whereas <i>disgusted</i> (r = -0.29, <i>p</i> < 0.001) acted as a rejection cue. Correspondence analysis explained 68% of the variance, and Partial Least Squares Regression highlighted <i>pleasant</i> (VIP = 1.86) as the strongest predictor of liking. Tableware (≥4.25) and plating arrangement (≥4.31) also significantly shaped emotional perception. These results demonstrate that plating colors critically influence consumer emotions and acceptance, offering practical insights for multisensory gastronomy and food design. Overall, the study shows that plating color can be strategically leveraged in gastronomy and product development to enhance consumer emotions and acceptance, providing valuable guidance for multisensory food design. Although conducted using photographic stimuli and limited to Brazilian consumers, the study provides valuable insights into how plating color influences emotional and hedonic responses. These findings can support both academic research and professional practice, guiding chefs and food designers in developing multisensory gastronomic experiences.