The multisensory attributes of packaging provide an important source of information on attracting consumers' attention. They also help priming sensory and hedonic expectations, which may affect the judgment of products. The present study aimed at investigating whether the typeface of packaging labels would influence the sensory and hedonic judgments of specialty coffee by amateur consumers. Specialty coffee amateur consumers (n = 146) evaluated their expectations of coffee acidity and sweetness by looking at package labels with different typefaces, varying solely on the roundness or angularity. Subsequently, they rated their experiences of the same attributes when tasting a cup of coffee, in addition to judging their liking and purchase intent. The results revealed that the angular typeface increased expectation and actual perception of the coffee acidity as well as purchase intent ratings. However, contrary to the frequently suggested correspondence between sweetness and roundness, no association was found between the round typeface and sweet taste ratings.

中文翻译：

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包装标签的字体会影响消费者对特种咖啡的看法吗？初步研究

包装的多感官属性为吸引消费者的注意力提供了重要的信息来源。它们还有助于引发感觉和享乐期望，这可能会影响产品的判断。本研究旨在调查包装标签的字体是否会影响业余消费者对特种咖啡的感觉和享乐主义判断。专业咖啡业余消费者（n= 146）通过查看具有不同字体，仅在圆度或棱角上有所不同的包装标签来评估他们对咖啡酸度和甜度的期望。随后，他们在品尝一杯咖啡时，除了判断他们的喜好和购买意愿外，还评价了他们具有相同属性的体验。结果表明，棱角字体增加了对咖啡酸度以及购买意向等级的期望和实际感知。但是，与经常建议的甜度和圆度之间的对应关系相反，在圆形字体和甜味等级之间未发现关联。