How Much Does Color Impact Taste?
from the more-than-you-would-think dept
In an experiment with "uncolored" Cheetos Crunchy Cheese Flavored snacks, apparently, the bland color matched people's feelings about the taste:
Their fingers did not turn orange. And their brains did not register much cheese flavor, even though the Cheetos tasted just as they did with food coloring.Tests in the other direction also had a similar impact. Seeing a different color than is actually the flavor can make that flavor seem apparent:
"People ranked the taste as bland and said that they weren't much fun to eat," said Brian Wansink, a professor at Cornell University and director of the university's Food and Brand Lab.
When tasteless yellow coloring is added to vanilla pudding, consumers say it tastes like banana or lemon pudding. And when mango or lemon flavoring is added to white pudding, most consumers say that it tastes like vanilla pudding.Of course, this may be tempting me to start adding more food coloring to various things, rather than less...