As the owner of a meat shop or restaurant, you may view steak paper simply as a necessity for maintaining freshness, layering display cases and packaging meats for your customers. But have you ever considered the integral part steak paper plays in encouraging customers to buy your meat in the first place?
You may be thinking, “Customers don’t buy meat because of the paper it’s packaged in or on,” right? Well, not exactly. In fact, when it comes to food purchases — just like any other consumer purchase — there is actually some psychology involved. And it’s largely linked to the colors used to present or display the food.
Consumers make a subconscious decision about a product within 90 seconds of viewing it, according to research by marketing specialists WebpageFX — and 62-90 percent of consumers base that assessment solely on color. The same study found that almost 85 percent of consumers cite color as the sole determining factor when purchasing a particular product.
So, what message are you sending to your customers based on how you display and package meats in your shop or restaurant?
More colorful options
Many meat shop and restaurant owners aren’t aware that there are choices when it comes to adding some color to their display cases. Many butchers and restaurant owners defer to black paper for displays and white paper for take-home packaging. Black is a good choice most of the time, but it’s important to understand that it’s not the only option when selecting steak paper. In fact, steak paper comes in a variety of colors.
And, while white paper is good for wrapping meats, it’s not a color you want to use in your meat display where blood and juices from the meat will taint the otherwise crisp and clean look of your display case. That’s definitely not the look you want to portray to your customers.
So, if steak paper isn’t all black and white, what other colors are available, and what do those colors represent to your customers? In addition to black and white, steak paper is available in pink, peach, and green. Let’s take a look at what different colors of steak paper signify from a psychological consumer standpoint.
- Black steak paper. Often used to line display cases filled with various cuts of beef, black is a good option because it denotes luxury, high quality and sophistication. Black also conveys the “prime” quality of high-grade steaks.
- Green steak paper. While green may not be a color you would normally consider synonymous with high-quality meat, it can make a positive impact on customers. That’s because, to consumers, green hues represent nature, growth, and overall healthy food choices. In addition, green steak paper offers a nice contrast against the bright color of steak and other cuts of red meat.
- Peach and pink steak paper. These are the hues that have helped to successfully commercialize Valentine’s Day over the years. Why? Because red-based hues such as these represent passion and fun in the consumer psyche. And when it comes to meat, these colors help to make the pink tint of pork, poultry, and fish look fresh and appealing.
- White steak paper. White is perfect for packaging meats because it represents purity and simplicity. As mentioned earlier, however, you want to avoid using it in your meat case where meat blood will quickly taint the paper and serve as a visual turn-off to customers.
How to use all the colors of steak paper
In addition to the diversity in color, steak papers are also available in a variety of sizes to meet all the needs of your meat shop or restaurant. At Oren International, we supply black, green, pink and peach steak paper in different sized rolls, or in precut sheets that can be customized to whatever size you need to line your display cases or to package your top-grade meat cuts for your customers.
Of course, the functionality of steak paper, regardless of color, shouldn’t be overlooked either. No matter what color you choose, steak paper is the best choice for its ability to resist staining and soak through and decrease blackening and spoilage. After all, what good is any color of paper if it doesn’t help keep your meat fresh and keep satisfied customers returning to your store or restaurant?
Steak papers are very durable for all types of meat, poultry and fish. And remember that color can add an extra element that makes all your cuts of meat, poultry and seafood stand out in grocery, butcher or deli display cases. If you want to further personalize your meat case or restaurant, you can also add custom branding, such as your logo, to steak paper. This is an affordable and effective way to stand out and stay top of mind with your customers.
If you’d like to learn how Oren can help you take advantage of color, appeal, or a customized branding message in your meat shop or restaurant, contact us today.