Expectations drive our lives and actions. Our interpretation of the scene out in front governs whether or not we eat and whether or not we patronize a store or restaurant. The activity of the moment is pursued not only for duty or immediate pleasure but also with the dread, excitement, or merely boredom that lies ahead. The stimulus provided by the total appearance of the object or scene engenders expectations of the outcome of our involvement with the object or event.

Throughout the food chain, expectations are at the heart of quality judgements and price. On entering a restaurant or pub we may subconsciously judge qualities such as cleanliness, comfort, privacy, and quality. A major part of these judgements are responses to the visual properties of the space.

This book tackles expectations and how they arise, expectations associated with strangers involved in the food industry, with the business faAade, advertisement and packaging, as well as expectations engendered in store and restaurant and from the food itself. This holistic approach has been taken because total appearance images and expectations are critical in separate and interlinking ways to all aspects of food research, development, production, marketing, sales and preparation, as well as consumption. Above all, they are critical to each individual customer whether they are in the kitchen, store, restaurant or pub.

This book seeks to help those in all areas of industry who contribute to the visual stimulus experienced by the customer. These include architects, store designers, and food producers, whether they be banquet chef or manufacturer, as well as those in advertising and packaging or having responsibilityfor training customer contact staff. It will also serve as a text for students and graduates of food science, marketing in its widest sense, retailing, and those concerned with food and its presentation.

Although this book is directed at members of the food industry, the philosophy, approach, and interpretation apply to all industries and service sectors that depend on a person's visual appraisal of an object, scene, or situation.

Much of man's behaviour is controlled by appearance, but the appearance of his food is of paramount importance to his health and well-being. In day-to-day survival and marketing situations, we can tell whether or not most foods are fit to eat from their optical properties. Although vision and colour perception are the means by which we appreciate our surroundings, visual acceptance depends on more than just colour. It depends on total appearance. In the recent past the food technologist has been under pressure to increase his/her understanding of first, the behaviour of raw materials under processing, and second, the behaviour and motivation of his/her customers in a growing, more discriminating, and worldwide market. The chapters which follow describe the philosophy of total ap pearance, the factors comprising it, and its application to the food industry. Included are: considerations of the evolutionary, historical, and cultural aspects of food appearance; the physics and food chemistry of colour and appearance; the principles of sensory ap pearance assessment and appearance profile analysis, as well as instrumental measurement; the interaction of product appearance, control, and acceptance in the varied environments of the laboratory, production line, supermarket, home and restaurant. A broad examination has been made in an attempt to get into perspective the importance of appearance to all sectors of the industry."

Expectations drive our lives and actions. Our interpretation of the scene out in front governs whether or not we eat and whether or not we patronize a store or restaurant. The activity of the moment is pursued not only for duty or immediate pleasure but also with the dread, excitement, or merely boredom that lies ahead. The stimulus provided by the total appearance of the object or scene engenders expectations of the outcome of our involvement with the object or event. Throughout the food chain, expectations are at the heart of quality judgements and price. On entering a restaurant or pub we may subconsciously judge qualities such as cleanliness, comfort, privacy, and quality. A major part of these judgements are responses to the visual properties of the space. This book tackles expectations and how they arise, expectations associated with strangers involved in the food industry, with the business facade, advertisement and packaging, as well as expectations engendered in store and restaurant and from the food itself. expectations are critical in separate and interlinking ways to all aspects of food research, development, production, marketing, sales and preparation, as well as consumption. Above all, they are critical to each individual customer whether they are in the kitchen, store, restaurant or pub. This book seeks to help those in all areas of industry who contribute to the visual stimulus experienced by the customer. These include architects, store designers, and food producers, whether they be banquet chef or manufacturer, as well as those in advertising and packaging or having responsibility for training customer contact staff. It will also serve as a text for students and graduates of food science, marketing in its widest sense, retailing, and those concerned with food and its presentation. Although this book is directed at members of the food industry, the philosophy, approach, and interpretation apply to all industries and service sectors that depend on a person's visual appraisal of an object, scene, or situation.