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A recent study, published in Food Research International, investigates how coffee packaging color influences consumer expectations in the specialty coffee market. Led by neuroscientist Fabiana Carvalho, the research involved 238 U.S. specialty coffee drinkers assessing digital images of coffee bags in various colors and saturations. Results indicate that specific colors evoke particular taste and flavor expectations: pink suggests sweetness and berry notes, yellow indicates acidity and citrus, while brown and black imply bitterness and dark roast. High saturation enhances intensity but may reduce overall appeal due to associations with extreme bitterness. Lighter hues suggest balanced sweetness and fruity profiles. Additionally, colors influence conceptual meanings; green links to organic, pink to modernity, and black to commercial products. The study recommends aligning packaging colors with coffee's actual flavor profiles and target consumer preferences, aiding producers, importers, and roasters in differentiation and market appeal. Supported by the Coffee Science Foundation and Savor Brands, these findings could enhance packaging strategies within the competitive specialty coffee sector.