Workshop Description
Join neuroscientist Dr. Fabiana Carvalho for an engaging workshop that explores the fascinating interplay between packaging color and consumer behavior in the specialty coffee industry. Drawing on her groundbreaking research, Dr. Carvalho will reveal how color influences taste expectations, sensory perceptions, and ultimately, purchasing decisions.
In this interactive session, participants will:
Learn the Science: Gain insights into the latest findings on how color affects our perception of flavor and aroma, and understand the psychological principles behind consumer choices.
Engage in Hands-On Activities: Experience the research firsthand through three practical activities:
(1) Color Perception Exercise: Analyze various coffee packaging designs to discuss the emotional and sensory responses they evoke.
(2) Sensory Tasting: Participate in a guided tasting where packaging color will be varied, allowing participants to directly experience how color influences taste perception.
(3) Creative Packaging Design Challenge: Collaborate in groups to design coffee packaging using specific colors, applying the principles learned to enhance consumer appeal.
Apply the Findings: Discover actionable strategies to elevate your coffee branding and packaging, making it more appealing to consumers. Participants will leave equipped with practical tools to leverage color psychology in their marketing efforts.
This workshop is ideal for coffee professionals, marketers, and anyone interested in enhancing their understanding of consumer behavior. Join us to transform your approach to coffee packaging and create a more engaging sensory experience for your customers!
Date: Friday June 27, 2025
Time: 10:30 - 13:00
Location: Room 4
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Dr. Fabiana Carvalho
Dr. Fabiana Carvalho is a neuroscientist specializing in sensory perception and consumer behavior, particularly in the context of food and beverages. Her recent research on the influence of packaging color on coffee consumption has been groundbreaking, revealing the intricate connections between color, taste expectations, and consumer decision-making.