Anders Hauge Wien
Anders Hauge Wien is co-author, with Sarah Joy Lyons, of the 2017 Food Quality and Preference paper on how the fit between package colour and product message shapes premium evaluations of food.
Who they are
The paper is listed in the publication database of Nofima, a food research institute. This page holds no further detail about his career, and none is assumed.
Key papers
Lyons, S. J., & Wien, A. H. (2017). Evoking premiumness: How color-product congruency influences premium evaluations. Food Quality and Preference, 64, 103-110. doi:10.1016/j.foodqual.2017.10.006.
Only the abstract and the Nofima publication record were read. The full text was not obtained.
Key ideas
The paper reports two between-subjects experiments using red and green. For a hedonic product, premium ratings were higher when colour matched the framing, red with a tasting-delicious message and green with a healthy one. For a utilitarian product, ratings were higher when colour and framing mismatched.
The practical implication the authors draw is that marketers who want a product to read as premium should consider the fit between colour and message, and that the right fit depends on the kind of product.
Black was not tested. On this site the paper is one of the reasons the piece on black packaging avoids a general rule: whatever black does for a premium reading, the evidence from this pair of experiments suggests it would depend on the product and the message beside it.
Sources
- Lyons & Wien (2017), Food Quality and Preference, 64, 103-110, abstract and Nofima publication record level.