Color as a factor in food choice

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Abstract
From birth, nature teaches us to make judgements on our environment based in large measure on color. As such, it plays a key role in food choice by influencing taste thresholds, sweetness perception, food preference, pleasantness, and acceptability. Its role is elusive and difficult to quantify, however, which at times has placed color in a secondary role to the other sensory characteristics, a position not entirely consistent with the facts. Color, in a quantitative sense, has been shown to be able to replace sugar and still maintain sweetness perception in flavored foods. It interferes with judgments of flavor intensity and identification and in so doing has been shown to dramatically influence the pleasantness and acceptability of foods. Studies in the literature have used cross‐sectional population panels to study these effects, but a recent investigation of color‐sensory interactions in beverages has compared the response of a college age group with the response of a panel consisting of a more mature population. Interestingly, the older group showed significant differences from the college age group in their response to the effects of color on several sensory parameters as well as showing a direct correlation between beverage consumption and color. Color is often taken for granted, but this position must be reevaluated in view of such studies and the need to create more appealing foods for different segments of our society.