Abstract:

Abstract In this research, the impact of color and visual elements on taste and overall acceptability in consumer preferences has been investigated. Building upon this premise, this research examines the impact of color and visual presentation on taste perception and overall acceptability in consumer preferences. Employing an experimental design, the study was conducted within a Chocolate Workshop setting, where semi-trained 24 participants were subjected to tasting 3 different handcrafted chocolates prepared with varying colors and visual presentations. Data was collected from participants through a questionnaire incorporating a designed scale for sensory analysis. The obtained data was subjected to statistical analysis using appropriate software, and the results were subsequently interpreted. Data was tested using the Friedman Test and Wilcoxon Signed-Rank Test. According to the findings of the study, the influence of color and visual presentation on taste perception and overall acceptability in consumer preferences was identified. Artisan chocolate (colorful) emerged as the most preferred option among the panelists. The recommendations section of the study offers insights for chocolate production by taking color and visual presentation into account.

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