colours might be associated with the concepts of pure and new, as
opposed to less saturated or dull colours. Hence, a juice product
with a colourful package would give rise to the impression of
“recently-made” and therefore freshness. To our best knowledge,
few previous studies examining the influence of package colours
on freshness have inspected the connection between freshness and
chroma. Future studies should further examine the relationship
between package colours and the expectation of freshness in order
to gain a better understanding of this issue.