The outside aspect of a loaf is a very important sensory factor, which bakers must address at the bakery and in the shop.

When I carry out breadmaking tests and I am asked to give a score, the crust of a loaf can fall down on appearance if there are any visual defects, such as blistering, a blackened, flaky crust, lack of volume, defective scoring (too loose, too tight)...

In a shop, visual marketing should not be disregarded, since it is the most influential factor: 80% of the information that reaches the consumer is via the sense of sight. Bakers must therefore give particular attention to the result on visual stimuli (colour, shape, etc.).

They have a vested interest in ensuring a good-looking loaf since this is the first thing a customer will see and is what will tigger the purchase. For some, a golden baguette will sell better than a darker one, and for others, a pointed loaf will be more attractive than a rounded loaf. Appearance is therefore a major factor in attracting the customer...