3.2. Relationship between the liking towards the package (packaging condition) and the taste (informed condition) of the productThe correlation matrix between the liking towards the packaging and the taste of the product from the packaging and informed conditions are shown in Fig. 2. Based on the results, there is a low to moderate positive correlation (r 1⁄4 0.28 to r 1⁄4 0.59) between the liking of the packaging and the liking towards the taste of the chocolate of each packaging concept, even though the same chocolate was used for all packaging concepts. The strongest correlation was shown in the special packaging concept. Furthermore, there are positive correlations between the liking towards taste of everyday with fun (r 1⁄4 0.26) and bold (r 1⁄4 0.29); premium with fun and everyday (r 1⁄4 0.3); healthy with special (r 1⁄4 0.37). There were non-significant differences observed between different concepts. This is because different concepts conveyed different messages which were not always related to each other.