WHAT RELATIONSHIP DOES COLOR HAVE WITH DESIRABILITY IN FRUITS AND VEGETABLES?
To study the relationship of color and desirability in fruits and vegetables, we compared participant responses to appetizing colors with memory colors. The investigated fruits and vegetables were five, namely, apples, lemons, carrots, cucumbers and eggplants. The stimuli used were five photographs, in the center of which was a silhouette of the test items on the background surrounded by control fruits and vegetables not used as test items on a monitor. The memory color or appetizing color was put on the silhouettes by choosing the color from quasi-Munsell Color Chart displayed on another monitor. Our results indicated that the appetizing color was slightly higher than the memory color, in terms of the Munsell value and chroma. On the other hand, for Munsell hue, memory and appetizing colors were almost the same. These findings suggest that the colors of fruits and vegetables which looked good were somewhat saturated and lightened memory color on the same hue.