Packaging color is one of the extrinsic factors that most affects the consumer perception, modifying the emotions evoked by a product. Therefore, this factor can modify the consumers’ product experience. Several methods are used to study emotions, and Temporal Dominance of Emotions (TDE) is one of the most recently presented methodologies. This methodology allows us to study the temporality of dominant emotions in relation to a stimulus over time. In this context, the aim of this work was to study the dynamics of emotions evoked by burger packaging color, from the first “packaging – consumer” contact until the sample consumption using the innovative TDE methodology. In addition, overall liking was evaluated by the consumers. Twelve emotional attributes previously defined by focus group method was used. Three stimulus (one burger presented in the three packages of different colors: green, white and red) were presented to the consumers. The results showed that studies based only on overall acceptance limit the understanding of consumer perception, probably because it cannot capture the emotions involved in food consumption over time. This is evidenced by the significant differences in the emotion dominance rates between stimuli. Thus, the package color significantly influences the food-related consumer emotions. Therefore, an adequate choice of burger color package enhances its sensory and non-sensory perceptions and its success in the market.