The Color Effect On Taste And Aroma Of Food

How The Color Affects The Taste And Aroma Of Food?

There are some interesting revelations about the influence of color on the perception of taste by human taste buds. And they tell us that colors really make a food or drink taste more or less attractive, and more or less tasty, sweet, hot, sour, aromatic etc.

Though colors have no direct relation with the item, yet the brain somehow identifies the color with a tasty or aroma, and draws a relation while cheating its own.

The brain perceives the same food or The brain perceives the same food or drinks to taste and smell different when served in different colored serving containers.

The findings

The finding was reported in 2012, in the Journal of Sensory Studies. An experiment was done by Betina Piqueras-Fiszman, and this study revealed how the food taste and smell perception was influenced by the color.

The color of the food and color of the container in which the food is served can make the same food taste different. In this study, 57 people are reviewed. They were all given to taste hot chocolate.

The hot chocolate experiment

The hot chocolate was served to them in four cup colors, and dimension and shape and everything were the same except the cup colors.

The colors were cream, white, orange and red outside and white inside in all cups. Interestingly, the cream-colored cups were thought to have the tastiest drink, and after that, the orange cups were the next preference.

The red cup drink was least preferred as per taste and aroma. But, it was the same drink in all four colored cups; then, why the different reactions?

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Other studies

More studies were done to find out that lemonade served in yellow cups were more preferred than soft drinks served in blue cups.

Strawberry mousse served on a while plate tasted sweeter than the one served on a black plate. Sweet drinks in pink cups were perceived to be sweeter than the same drink in other colored cups.


The reason behind the different perceptions of the same food or drink’s taste and aroma is due to the use of color.

Color presets an idea that the food or drink will taste such and such. The brain tries to draw a connection between the color and the food by the previous experiences. Hence people feel the difference, which is nothing but an illusion brought about by the tricky brain.


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