Shape variety of food can boost its visual appeal.

ABSTRACT

We investigated whether food shape and its variety within a group affect visual appeal using a four-shaped fast-food chicken product known as Chicken McNuggets®. In Experiment 1, participants rated the visual appeal of each nugget shape both individually and when presented in groups of variously shaped nuggets. The results revealed that the rounder nugget was less visually appealing than those of other shapes. Additionally, assortments featuring various shapes were rated as more appealing than those of a single shape. In Experiment 2, the visual appeal of individual nuggets presented in groups and alone was assessed using a visual analog scale. The visual appeal of one specific nugget (target nugget) was higher when presented in a group than alone. Furthermore, a target nugget presented in a group with various shapes was more visually appealing than when presented in a group with the same shape, regardless of the shape of the target nugget. These results suggest that a food product with low visual appeal can be perceived as more appealing when it is presented alongside various food shapes. Indeed, the variety of food shapes presented in a group affected the perceived appeal both of the group and of the individual food item. These findings offer novel insights into the impact of food's visual variation on its appeal.