You Won't Believe It: The Reason Why Supermarkets Sell Oranges in Net Bags

We all know the red netted oranges found in supermarkets—those that are in the vegetable section and not sold individually. What is behind the choice of this colorful packaging is a sophisticated marketing technique. According to a new study, the use of red or orange mesh bags is intended to signal to consumers that the oranges are ripe and delightful—even when they are not..

The colorful bag covering the orange gives the impression that the peel is more yellow and orange, even when the fruit itself is not fully ripe. It's an optical illusion technique that masks the green of an unripe orange and conveys a sense of abundance and perfection. Similarly, in the case of lemons, yellow nets are used to compliment their color and make them more attractive..

The impact of this technique is related to a psychological phenomenon known as the "confetti illusion." This illusion affects our perception of colors, pointing out that the brain processes colors based on the accompanying context. The study, published in the journal i-Perception, describes how the colorful bags help create the illusion of a riper, more appealing fruit..

Psychologist Karl R. Gegenfurtner from the University of Giessen in Germany notes, "I was at a local market and bought oranges packaged in an orange net. When I took them home, I was surprised to see that inside they were still green and unripe." Gegenfurtner presents his findings with photos demonstrating the visual impact of the mesh on the colors of the oranges and highlights how manipulative marketing changes our perception of the fruit..

It is not known if these techniques actually boost sales, but it is clear that it is an interesting experiment that allows us to understand how colorful marketing can influence our decisions while shopping in the supermarket.