Color is arguably the most important initial sensory cue we get from a food or beverage. It helps us almost immediately make a preliminary judgement about the desirability, quality, and palatability of what we plan to eat or drink. If the color of an item is “wrong” or off, it can drive the consumer away from even the tastiest treat.
It even is possible to be fooled by color into thinking that one is tasting a flavor that isn’t there. For example, a mango purée that’s dyed a natural bright red and labeled as strawberry purée can be perceived as tasting of strawberries, or an orange-colored, lemon- flavored lollipop could easily be mistaken for an orange-flavored one.