The effect of color and shape on taste perception in boutique pastry products: A comparative evaluation based on sensory analysis

The aim of this study is to comparatively evaluate the effects of boutique pastry products designed in different colors (pink, orange, green) and geometric shapes (round, square) on taste perception using the sensory analysis method. Consumer preferences are increasingly influenced by visual elements. This study contributes significantly to understanding consumer experience and product development processes in the boutique pastry sector by revealing how product design, particularly color and shape, can influence taste perception. The research was conducted using an experimental design model and was based on sensory analysis methodology. A mixed-method approach was adopted, and both qualitative and quantitative data were collected. The data were analyzed based on evaluations by 14 semi-trained panelists using a nine-point hedonic scale, as well as their qualitative feedback. Statistical analyses were carried out using the Friedman test and the Wilcoxon signed-rank test. The research findings showed that variations in shape and color of the products can influence taste perception. Round and white (natural-colored) products received higher appreciation from consumers, whereas square-shaped and dark (artificial-colored) products were observed to have relatively lower perceived taste scores. Although the products had identical flavors, changes in shape and color were found to significantly affect sensory perception. Considering the impact of visuality on sensory perception, it is recommended that aesthetic elements be addressed through an integrated strategy with the taste experience in the boutique pastry sector.