Consumers like their food on the move

While most of us would prefer our food not to be running away from us as we eat it, did you know images of food ‘in motion’ are more appealing than those where it is still?

Researchers from Israel and the US have investigated the impact of implied motion on food evaluations.

They showed 105 participants two pictures of orange juice: one displayed the juice being poured into a glass, while the other displayed still juice. The juice shown in motion was rated by participants as significantly more appealing. The researchers then asked a second group of 58 people to rate the freshness of the juice depicted in the same images. The image of the juice being poured was rated as significantly fresher than the still juice. Analysis revealed that the perceived freshness of the poured orange juice was responsible for the higher appeal ratings.

Co-author Aner Tal, PhD, from the Cornell Food and Brand Lab, explained, “Seeing your food moving makes it seem fresher, and consequently more appealing. We’re hard-wired to be attracted to motion, so moving objects not only capture our attention but look more appealing.”

The research, published in Food Quality and Preference, suggests that marketers can use pictures of food displayed in motion to make foods appear fresher and more appealing.