Does Packaging Really Change the Taste of Your Drink?

Romanian Packaging Expert Explains How Packaging Influences Taste Perception Bucharest, Romania – Cosmin Buzăianu, representing Electric SRL, a Romanian packaging manufacturer established in 1990, recently shared insights into how packaging can subtly alter the taste experience. His comments, delivered in a short video response to an online query, have sparked interest in the psychology of taste and the power of marketing. "Taste doesn't just come from the tongue," Buzăianu explains. "It comes from your hand, your eyes, the bottle's shape, the cap's sound, the packaging's temperature—the whole context." He uses Coca-Cola as a prime example, suggesting that while the formula might remain constant, the packaging's impact on our perception can be significant. Buzăianu's point is not that the packaging changes the chemical composition of the drink, but rather that our perception of the taste is heavily influenced by our memories, emotions, and the overall experience. He notes that in the EU, packaging must meet strict standards to avoid altering the taste of food products, but the human brain remains unconstrained in its interpretation. "If you believe it tastes better from a glass bottle, then it will seem that way," Buzăianu concludes, highlighting the role of the placebo effect. This perspective offers a fascinating insight into the complex relationship between product, packaging, and consumer experience.