Color is the first notable characteristic of a food and often predetermines or "colors" our expectation. We use color as a way to identify a food and a way to judge the quality of a food.

Coloring Foods & BeveragesStudies demonstrate that color predetermines our expectations of flavor and taste. Consumers perceive that yellow goes with "lemon" and pink goes with "grapefruit." Reversing the colors changes the perception. Consumers either misdiagnose yellow tangerine flavor and orange raspberry flavor or deem them inferior …

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