Freshness Cues

FRESHNESS

CU ESorange sparkle bal l

Freshness cues in the food industry are VISUAL INDICATORS that enhance the food’s PERCEIVED FRESHNESS to the consumer.

They can be broken up into three broad categories:

PACKAGING + GRAPHICSUNPROCESSEDFRESH MESSAGING

PACKAGING + GRAPHICS cues make the food look and feel fresher.

UNPROCESSED cues are found not only in packaging, but also in the environment. They make the food seem freshly made or procured, rather than mass-produced.

FRESH MESSAGING cues can go beyond packaging and environment to show the business’s stand on freshness.

Let’s take a look at 10 fresh methods!

1

APPETITE

A P P EA LPackaging + Graphics

Appetite appeal is a huge part of the food packaging industry. It serves to depict the food in a way that evokes the desire to eat.

Made from real fruit!

Already prepared and waiting inside the box! Doesn’t that look tasty?

Windows show the fresh food inside!

Food styling!

2

KEEPING IT

FR ES HPackaging + Graphics

Packaging that prolongs or monitors the freshness of its contents means that the food is perceived as still good to eat, even with a longer shelf-life.

Resealable packaging!

Expiry indicator!

Modified atmosphere packaging (using perforations or “smart” film)!

3

CO LO RPackaging + Graphics

Purposeful use of color on food packaging can subtly influence how consumers see the food. It also affects appetite appeal.

Color-coding using green comes off as healthy!

Colors from the fresh ingredients!

Earthtones make the food seem natural and wholesome!

Bright colors connote bright flavors!

4

FARM FRESH

LO O KUnprocessed

The farm fresh look employs farmstand and other rustic visual cues to make the food seem like it came straight from the farmer to the store.

Foliage shows that the fruit was just-picked!

Authentic-looking containers!

Direct from the coop!

5

HONEST

FO O DUnprocessed

Foods that are packaged as being simple, honest, and natural are viewed as fresh rather than frozen, preformed, or made with additives. Nothing to hide here!

Simple packaging using natural materials!

All shapes are beautiful!

Raw and unadulterated!

6

FRESH FOR

Y O UUnprocessed

Both packaging and environment cues can show that the food was made fresh, just for you!

See and smell your custom-made food being prepared!

Made daily!

“No sell-by date. No nightlife.”

7

ARTISA NUnprocessed

Artisanal foods are high-quality products made in small batches, either by hand or using traditional methods, rather than being mass-produced.

Made by hand in small batches!

Locally grown!

Seasonal!

8

H U M A NTOUCH

Unprocessed

Evidence of the human touch makes the product feel more personal and hand-made, as if the food came directly from the the farmer or the chef.

Hand-drawn and -lettered!

Skewed labels and imperfect stamps look hand-applied!

Food with personal messages feel like they came straight from the chef

9

TRANSPARENT +

AU TH E N TI C

Fresh Messaging

Food that is proven as authentic by showing how the ingredients were procured and prepared feels like it’s been freshly made.

This is where the food came from! This is who

made the food!

This is what the food is made of and how it’s made!

10

A H I G H E R

PU R POS EFresh Messaging

Food businesses can emphasize a higher purpose related to the freshness concept through packaging, environment, and other marketing.

“Food with Integrity” philosophy!

Healthy eating program!

Support responsible sourcing!

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