This research aimed to investigate how five different serving shapes of cooked jasmine
rice (round, square, triangular, flower, and heart shapes) affected visual hedonic
preference and consumer perception (n = 100). Cooked rice was placed on a plate without
food, the heart, flower, and triangle serving shapes had higher artistic mean scores than
the round shape. And cooked rice placed in the shape of a heart on a plate with food had a
higher mean score on ‘liking in shape’ than round or square shapes. The findings of this
study could be beneficial to food styling, presenting, and catering in the foodservice
industry, resulting in increased sales, particularly in restaurants and hotels. Furthermore,
for more successful food marketing and advertising, one can use the shapes of a heart as a
serving shape for cooked jasmine rice box labels.