Visual association, emotional impact, and authenticity in food design in modern gastronomy

The article examines how the preservation of traditional values and their interpretation in a modern way contributes to the creation of food concepts that meet the desires and expectations of the modern consumer, the role of the visual aspect in creating an emotional impact on the consumer through the features of color combinations, textural contrasts and compositional techniques in culinary design. The research methods include conducting an experiment on the use of food design on the traditional dish “Tom Yam” and surveying an audience of 18-24 years old in the amount of 40 people. The respondents were asked questions related to their associative skills in the field of catering, the relevance and need for the use of food design. The study shows that the gastronomic market is constantly changing and evolving under the influence of new trends, consumer demands and expectations, flexibility in adaptation and innovation plays an important role for successful culinary projects. The study focuses on the importance of food visual appeal as a factor influencing taste perception and overall emotional consumption experience. The results of the study allow us to better understand the importance of the visual component in food design and its impact on consumer choice. It was revealed that the attractive visual component of a dish has a direct reflection on the perception of its taste and the overall emotional impression of consuming the dish. Color combinations play a key role in shaping associations and emotional responses among consumers, and textural contrasts in culinary design can significantly enhance the appeal and interest of a dish.