THE EFFECTS OF THE MOISTURIZING CREAM COLOR ON THE

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Jun 19, 2016 - the moisturizing cream's color it is possible to change the overall perception ... with nourishment, and cucumber with skin lightening [Cichoń 1996]. .... it rather maintains on the hand (it has a slightly rare ... the product is somewhat felt. 2 pts. .... of lightness and freshness, whereas the darker one – brown – is ...
THE EFFECTS OF THE MOISTURIZING CREAM COLOR ON THE PERCEPTION OF SELECTED SENSORY ATTRIBUTES Turek Paweł, Głowik Amanda Cracow University of Economics, Faculty of Commodity Science Department of Industrial Commodity Science, * Corresponding author; Rakowicka Str. 27,31-510 Cracow, Poland, [email protected]

Abstract: The aim of this study was to determine whether by only modifying the moisturizing cream’s color it is possible to change the overall perception of other sensory attributes. One of the moisturizing creams available in retail stores was selected for preliminary tests. Five samples of the same cream, but in different color, were prepared. Unscented food dyes were added in order to modify the colors, so that the samples would not differ in any other way than just color. The assessors evaluated the samples in the following colors: blue, brown, green, pink and orange. The research revealed that the color of the cream strongly affects the perception of its scent intensity. Statistically significant differences in the scent intensity of the samples tested as perceived by the assessors contrasted with the fact that all of the samples in the study were actually characterized by exactly the same fragrance, and of the same intensity. The obtained results of the assessment of scent intensity, as well as selected quality properties of moisturizing creams, revealed that the assessors were strongly influenced by the color of the cream. These results can thus provide the starting point for product modification. It might be sufficient enough for the manufacturer to change the color of the cream in order to affect consumers’ perception of other sensory properties. Keywords: sensory analysis, cosmetic, color, moisturizing cream, perception

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1. INTRODUCTION Consumers are affected by a large number of stimuli. Those stimuli support their product choice and purchase decision. They can be divided into external ones, such as advertising, media, and information available on the product’s packaging; and internal ones, such as: information from consumers’ reports and quality certificates [Tyszka 2004]. Sojkin and Olejniczak suggest yet another formal categorization based on the sources of information influencing purchase decisions. They believe such sources fall into two groups: formal and informal. The formal sources are mass media: television, radio, the Internet, newspapers and magazines, as well as exhibitions, product tasting, symposiums, seminars. The informal sources are generally speaking the shop assistants’ tips, and the opinions of advisors, other consumers, and users of discussion forums and social networks [Sojkin and Olejniczak 2009]. The main goal of the contemporary marketing is to thus improve the products image and advertising as to ensure the greatest possible effect on the customer. The information carried through the shape, shade or color of the packaging may encourage consumers to buy a given product, but it may also drive them away. Considering the fact that humans generally receive about 80% of information through eye-sight, the strongest visual stimulus is obviously the product’s color [Kolek 2006]. In other words, the color itself can play a crucial role in attracting consumers and influencing their purchase decisions. The results of the research carried out by Pantone Color Institute are a strong proof that color is one of the most important factors determining buying decisions. According to the research, the majority of adults surveyed believes that packaging is a particularly significant element of the product, and as many as two thirds of respondents always consider the product’s color before making their final buying decision [Armiak 2012]. Several other studies confirm that the product’s color is one of the key factors 160

that customers take into consideration [Sudoła and Szymczak 1990, Jakowski 2007, 2008, Pyszczek 2011, Mika-Mętel 2012]. According to Cichoń, cosmetics companies oftentimes decide to attract customers not only with the color but also by putting illustrations of herbs or plants e.g. chamomile or evening primrose, which are a key component of a given product, on the packaging. A good example here is Margaret Astor which has recently introduced an innovative graphic design including the illustrations of such key components as carrots, cucumbers, cereals or almond flowers. This move has not only improved the visual aspect of the product, but it also suggested the cream’s use – carrots may be associated with tanning properties, cereals with nourishment, and cucumber with skin lightening [Cichoń 1996]. Szymczak and Ankiel-Homa point out that the color of the product’s packaging should be carefully selected by the manufacturer so that it would evoke particular associations among the customers and give proper impressions regarding the product’s quality, value and effectiveness [Szymczak and Ankiel-Homa 2004]. All of the studies mentioned above concentrate on the color of the product’s packaging and how it affects the product’s image among the customers. This article, on the other hand, presents the research results of the study which focused on the changes in the evaluation of selected sensory attributes depending on the color of the moisturizing cream.

2. MATERIAL AND METHODS The aim of the study was to determine whether only by modifying the moisturizing cream color a change in the perception of the sensory attributes

may

be

achieved.

Demonstrating

a

significant

effect

of the moisturizing cream color on other sensory attributes could then become

161

the basis for carrying out further tests in this field that would lead to modifications and improvements in the products available on the market in order to obtain higher sensory ratings. A moisturizing cream which is widely available in retail was selected for the preliminary tests. Five samples of the same cream, but in different colors, were prepared. Odorless food dyes were used to ensure that the color is the only different attribute of the cream samples. Instrumental research – a measurement of the degree of color of the samples was conducted with the Minolta CM 3500d spectrophotometer. Each sample was given a three digit code: The blue sample – 149 The brown sample – 185 The green sample – 325 The pink sample – 826 The orange sample – 917 Just before the sensory evaluation the colors of the samples were measured in CIE L*a*b* with the use of the Minolta CM 3500d spectrophotometer. The results are presented in Table 1. Table 1. Color measurement results Medium Sample code L

a

b

149

78.74

-19.33

-9.14

185

65.24

15.4

22.16

325

81.38

-18.18

23.81

826

69.62

29.16

-2.72

917

72.17

31.57

45.45

Source: Authors’ own work 162

Two methods were used to assess the sensory attributes of the samples [Meilgaard, Civille and Carr 1999, Baryłko-Pikielna and Matuszewska 2014]. The Verbal Scale The intensity of fragrance was measured on the 9-degree verbal scale (the following options were possible: 1- not noticeable / 2- trace, not sure / 3- faint / 4- slight / 5- mild / 6- moderate / 7- definite / 8 – strong/ 9-very strong). The samples (20 grams each) were put on Petri plates and every assessor carried out the test in a separate booth. The temperature of the samples was 21°C. The 5-Point Scale The following properties were examined: the quality of fragrance, consistency, cushion (pillow) effect, application (skin distribution). Table 2 presents brief definitions

of

the

parameters,

the

research

procedure

description

and an overview of the method (point scale). Table 2. The classification of four selected parameters of moisturizing creams and sensory assessment scale

Parameter

Parameter definition and description

Fragrance

Describes the cream’s fragrance

Research procedure Put 20 g of the product into the beaker. Assess the parameter holding the beaker 5-10 cm from the nose

Assessment/Points Moisturizing cream 5 pts. – intensive, very pleasant, harmonious, complete lack of perceptible odor of fat phase raw materials 4 pts. – intensive, pleasant, lack of perceptible odor of fat phase raw materials 3 pts. – gentry perceptible, low intensity, perceptible odor of fat phase raw materials 2 pts. – not harmonious, perceptible odor of fat phase raw materials, not pleasant 1 point – strong odor of fat phase raw materials, other odors, not pleasant

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Put 5 cm3 of the product on the inner side of the hand and set it at an angle of 60° to the forearm. Assess the product’s consistency and its firmness (ability to maintain on hand)

5 pts. – the product can be easily applied, it maintains on the hand 4 pts. – the product can be quite easily applied, it rather maintains on the hand (it has a slightly rare consistency or, quite the opposite, might be too thick and therefore difficult to remove from the hand) 3 pts. – the product’s consistency makes the application difficult (too thick) or the product is too runny 2 pts. – the product is too thick to be applied on the hand or too runny to hold 1 point. – the product’s consistency makes it impossible to apply on skin

Specifies the amount of the cream felt between fingers while rubbing them. The more of the cream is felt between the fingers, the stronger the cushion effect

Put 0.5 cm3 of the product between the thumb and the forefinger. Assess the amount of the product felt by rubbing the two fingers.

5 pts. – the product is not felt at all 4 pts. – the product is barely felt 3 pts. – the product is somewhat felt 2 pts. – the product is felt 1 point. – the product is strongly felt

Specifies the easiness of spreading the cream on the skin surface

Apply 0.5 cm3 of the product on clean skin (left forearm). Spread with the right-hand fingers. Assess the product’s resistance during application.

5 pts. – the product applies smoothly, it does not create any resistance during application, it blends completely and evenly 4 pts. – the product applies smoothly, there is but little resistance during application, it blends completely and evenly 3 pts. – the product applies well, there is a little resistance during application, it does not blend completely 2 pts. – the product does not apply well, there is resistance during application, it does not blend or it does not show resistance but it runs from the skin on application 1 pts. – it is impossible to apply the product on skin, it shows either too much resistance or runs from the skin on application

Application (skin distribution)

Cushion (pillow) effect

Consistency

Describes the cream’s density and consistency

Source: Authors’ own work based on [Pytlas 2012 and Laboratorium podstaw syntezy i technologii związków biologicznie czynnych 2012]

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3. RESULTS AND DISCUSSION 3.1. The Verbal Scale – the assessment of fragrance intensity The assessment was carried out by 54 individuals in the sensory lab. The assessors did not contact each other and conducted the tests in separate booths [ISO 6658:2005 ISO 5492:2008]. The detailed graphic representation of the assessment results is presented in the Figure 1. In order to determine whether the results differ significantly for each of the examined attributes, the Kruskal-Wallis test was applied [BaryłkoPikielna and Matuszewska 2014, Mynarski 2003]. The following hypotheses were also developed for the study: H0 – there are no differences between the means H1 – at least two means are different. The accepted level of significance was α = 0.05. On comparing the assessment results in case of fragrance intensity the test probability value was lower than 0.05; thus, there were grounds to reject the null hypothesis. Consequently, the H1 hypothesis was accepted. Considering the average scores of cream samples, their order in the ranking was as follows: orange, pink, brown, green and blue. There were significant differences found in pairs: orange-blue, brown-blue, pink-blue. The test showed that a change in a moisturizing cream color has a great influence on the perception of fragrance intensity. Statistical differences were observed in the fragrance intensity, despite the fact that all of the cream samples had exactly the same fragrance (and of the same intensity).

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fragrance intensity 24 20 16 12 8

color: orange

definite

mild

moderate

faint

slight

not noticeable

color: brown

trace, not sure

definite

moderate

mild

slight

faint

trace, not sure

not noticeable

definite

mild

moderate

faint

not noticeable

trace, not sure

number of Assessors

0

slight

4

color: pink

24 20 16 12 8

color: green

definite

moderate

mild

slight

faint

trace, not sure

not noticeable

definite

mild

moderate

faint

not noticeable

trace, not sure

0

slight

4

color: blue

Figure 1. The distribution of responses in the assessment of fragrance intensity of the creams examined. Source: Authors’ own work

3.2. General assessment of the creams on the 5-point scale In the next stage of the study, the relationship between the color of the samples and the following parameters was examined: fragrance, consistency, cushion (pillow) effect, application (skin distribution). The assessment was performed with the use of the 5-point scale. The statistical inference was conducted in the same way as in case of the fragrance intensity. The figure 2 shows the distribution of responses on the 5-point scale – assessment of the fragrance.

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fragrance 40 35 30 25 20 15

number of assessors

10 5 0 2

3

4

5

2

color: orange

3

4

5

color: brown

2

3

4

5

color: pink

40 35 30 25 20 15 10 5 0 2

3

4

color: green

5

2

3

4

5

color: blue

Figure 2. The distribution of responses in the assessment of the moisturizing cream samples’ fragrance. Source: Authors’ own work

Statistical differences were observed between the green and orange sample. The green one was assessed as a cream of low-intensity fragrance, whereas the orange sample had a stronger and more pleasant fragrance. The figure 3 shows the distribution of responses on the 5-point scale in the assessment of the product’s consistency. All samples obtained at least good results. Statistical differences were found between the pink and the green sample. The differences in the assessment of creams’ consistency might be due to the fact that color pink in creams is usually associated with the cosmetics addressed to those with dilated capillaries or sensitive skin. It also gives an impression of lightness and mildness, that is why creams 167

for sensitive skin are usually died with a pink pigment. Green colored creams are usually used for hands and feet.

consistency 35 30 25 20 15

number of assessors

10 5 0 2

3

4

5

2

color: orange

3

4

5

color: brown

2

3

4

5

color: pink

35 30 25 20 15 10 5 0 2

3

4

color: green

5

2

3

4

5

color: blue

Figure 3. The distribution of responses in the assessment of the moisturizing cream samples’ consistency. Source: Authors’ own work

The figure 4 shows the distribution of responses on the 5-point scale in the assessment of the cushion (pillow) effect. The cushion effect was generally assessed as satisfactory. The greatest statistical differences were found between brown and blue samples, and blue and green one. The distribution of responses in the assessment of the brown sample points to the great discrepancy between the individual opinions of the assessors. The cushion effect in the blues ample was assessed as very low. The differences between the samples are most probably the result 168

of the interaction of dark and light colors and their influence on the individual perception of the product. A lighter shade – blue in this case – gives the feeling of lightness and freshness, whereas the darker one – brown – is considered as heavy and might be associated with rich creams containing e.g. cocoa butter.

pillow effect 30 25 20 15

number of assessors

10 5 0 1

2

3

4

5

1

2

color: orange

3

4

5

color: brown

1

2

3

4

5

color: pink

30 25 20 15 10 5 0 1

2

3

color: green

4

5

1

2

3

4

5

color: blue

Figure 4. The distribution of responses in the assessment of the cushion (pillow) effect. Source: Authors’ own work

The figure 5 shows the distribution of responses on the 5-point scale in the assessment of the application (skin distribution). In case of application, the biggest differences were found between the brown and pink sample. The pink color of the cream gave the impression that it was light and smooth and easy to apply. The reasons behind such differences might be connected with the fact that brown color in creams

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is usually associated with richness and ingredients such as cocoa butter, which of course means that the product might be thick and difficult to apply.

skin distribution 35 30 25 20 15

number of assessors

10 5 0 1

2

3

4

5

1

2

color: orange

3

4

5

color: brown

1

2

3

4

5

color: pink

35 30 25 20 15 10 5 0 1

2

3

4

5

1

color: green

2

3

4

5

color: blue

Figure 5. The distribution of responses in the assessment of the creams’ application (skin distribution). Source: Authors’ own work

4. CONCLUSIONS The results of the study show that assessors are strongly influenced by the color of the cream they test. Furthermore, the effect of the color of samples on the perception of the parameters such as: fragrance and its intensity, consistency, cushion (pillow) effect and application (skin distribution) has been proven. The research results (regarding the assessment of the intensity of fragrance depending on the color of the sample) show that the sample 170

in a warm shade of orange is considered to have the most intensive fragrance. In case of the brown sample, it is generally assessed as rich and thick and exhibiting the cushion effect, which of course might be connected with direct associations with cocoa butter. The cream samples in darker shades are assessed as thicker and more difficult to apply, whereas the samples in lighter, warmer and powder shades are considered as light and mild. The study confirms the intuitive relationship between the parameters and their color. This work may serve as the basis for follow-up research which could include the influence of fragrance or the shade of one color on the perception of the product quality. The study may be continued with a larger group of assessors or with greater variability. It is also worth posing the question to what extent the cosmetics manufacturers differentiate their products in terms of ingredients. Most certainly, large cosmetics companies conduct their own research in this field; however, the results of those studies are rarely published, they serve the internal purposes only and usually remain confidential in order to preserve the competitive advantage. Gaining greater acceptance of the product with just a change in color might of course translate into economic benefits. Customers may be convinced that they are buying a brand new, innovative product, whereas in fact they purchase exactly the same product that has been on the market for quite a while.

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REFERENCES Armiak D. 2012, The Colour in the Corporate Identity (in Polish: Barwa w tożsamości korporacji), Opakowanie, vol. 4, pp. 22-23. Baryłko-Pikielna N., Matuszewska I. 2014, Sensory Testing of Food. Basics – Methods – Application. (in Polish: Sensoryczna badania żywności. Podstawy – Metody – Zastosowanie), Wydawnictwo Naukowe PTTŻ, Kraków. Cichoń M. 1996, Packaging in Commodity Science, Marketing and Ecology (in Polish: Opakowanie w towaroznawstwie, marketingu i ekologii), Zakład Narodowy Ossolińskich, Wrocław. ISO 5492:2008 Sensory analysis, Vocabulary. ISO 6658:2005 Sensory analysis, Methodology, General guidance. Jakowski S. 2007, Visual Qualities of Packaging (in Polish: Walory wizualne opakowań), Opakowanie, vol. 3, pp. 46-47. Jakowski S. 2008, The Importance of the Graphical Appearance of the Packaging (in Polish: Znaczenie graficznego wyglądu opakowań), Opakowanie, vol. 3, pp. 32-33. Kolek Z. 2006, The Color of Packaging. The Physical Aspect of the Experience of Color (in Polish: Barwa opakowań Fizyczny aspekt wrażeń barwnych), Opakowanie, vol. 2, pp. 18-22. Laboratorium podstaw syntezy i technologii związków biologicznie czynnych, 2012, Cosmetics (in Polish: Kosmetyki), Wydział Chemiczny Politechnika Warszawska, Zakład Technologii i Biotechnologii Środków Leczniczych (materials for classes), Warszawa, http://ztibsl.ch.pw.edu.pl/3wm/upl/1329822185.pdf Accessed on 10.01.2014. Meilgaard M., Civille G., Carr T. 1999, Sensory Evaluation Techniques, Edition 3. CRC Press, London. Mika-Mętel M. 2012, The Impact of the Package on Shaping the Image of the Product (in Polish: Wpływ opakowania na kształtowanie wizerunku produktu), Opakowanie, vol. 6, pp. 60-63.

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Mynarski S. 2003, Analysis of Market Data and Marketing Using Statistica Software (in Polish: Analiza danych rynkowych i marketingowych z wykorzystaniem programu Statistica), Wydawnictwo Akademii Ekonomicznej w Krakowie, Kraków. Pyszczek M. 2011, Selected Aspects of the Design of the Visual Layer of Packaging (in Polish: Wybrane aspekty projektowania warstwy wizualnej opakowań), Opakowanie, vol. 7, pp. 70. Pytlas K. 2012, The Effect of Vegetable Oils and their Oxyethylenated Derivatives for the Quality of Selected Cosmetics (in Polish: Wpływ olejów roślinnych i ich oksyetylenowanych pochodnych na jakość wybranych kosmetyków), Doctoral Thesis Uniwersytet Ekonomiczny w Krakowie, http://zasoby.kangur.uek. krakow.pl/djvu/index.php?kat=1200002563&col=doktoraty_full. Accessed on 10.9.2014 Sojkin B., Olejniczak T. 2009, Sources of Information about New Products (in Polish: Źródła informacji o nowych produktach), Przemysł Spożywczy, vol. 7, pp. 30-32. Sudoła S., Szymczak J. 1990, Testing Consumer Opinion (in Polish; Testowanie opinii konsumentów), Państwowe Wydawnictwo Ekonomiczne, Warszawa. Szymczak J., Ankiel-Homa M. 2004, The Visual Layer of Individual Packaging – Creaotor of the Image of Cosmetic Products (in Polish: Warstwa wizualna opakowań jednostkowych - kreatorem wizerunku produktów kosmetycznych), Opakowanie, vol. 8, pp. 28-30. Tyszka T. 2004, Economical Psychology (in Polish: Psychologia ekonomiczna), Wydawnictwo Psychologiczne, Gdańsk.

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STRESZCZENIE Celem przeprowadzonych badań było sprawdzenie czy przez modyfikację samej barwy kremu, można uzyskać zmianę postrzegania innych cech sensorycznych. Do badań wstępnych wybrano jeden krem nawilżający dostępny w ogólnej sprzedaży. Następnie przygotowano pięć próbek o różnym zabarwieniu, tego samego kremu. Dodano barwniki spożywcze nieposiadające żadnego zapachu a zatem próbki badanych kremów różniły się między sobą jedynie zabarwieniem. Oceniający dokonywali ocen próbek kremów o barwach niebieskiej, brązowej, zielonej, różowej i pomarańczowej. Przeprowadzony eksperyment wykazał, że zmiana barwy kremu wpław na postrzeganie intensywności zapachu. Wykazano istnie statystycznych różnic w intensywności zapachu badanych próbek, pomimo, że w rzeczywistości próbki charakteryzowany się takim samym zapachem o tej samej intensywności. Otrzymane wyniki oceny intensywności zapachu oraz oceny wybranych kryteriów jakości kremów nawilżających wykazały, że oceniający sugerują się barwą kremu. Wyniki te mogę stanowić punkt wyjścia do modyfikacji produktów. Wystarczy bowiem aby producent zmienił barwę kremu aby konsumenci inaczej postrzegali inne cechy sensoryczne. Słowa kluczowe: analiza sensoryczna, kosmetyki, krem nawilżający, barwa, percepcja

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