Color’s Impact on Consumer Taste Expectations and the Sensory Experience
Consumers expect pound cake to have a yellow hue with a melt-in-your-mouth buttery taste. They presume orange crackers will provide a cheddar cheese bite while dark brownies have a fudgy richness. Colors assist in communicating aroma and taste, while flavor extracts reinforce that expectation.
We know that humans first “eat with their eyes” as soon as they see a food or beverage product and we’ve previously discussed the impact of color on consumer taste expectations and the sensory experience. It’s important that developers consider color EARLY in the process, particularly when working with natural colors, to streamline formulation and avoid potential any pitfalls that may come from interacting ingredients.
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