80% of marketing focuses primarily on what we see and hear (sight and sound). This is historically due to the pre-eminence of the models & systems marketers developed & used through the 1950’s & 60’s as well as a reliance on using television or print media adverts.    

For consumers, visually scrutinising a product involves a part of the brain and is largely rational, deductive and conscious. Yet it still stirs non-conscious emotional responses. In the area of food and drink, as consumers are deft at diagnosing the likely eating experience from the inspection of a product – A products taste is often is anticipated from visual cues. 

Thus the product’s appearance on packaging is of prime important in setting up the experience. Consumers find it easy to anticipate the taste from the visual cues at the start of the experience.