·A new study from Penn State confirms longstanding research into the relationship between color and taste. What consumers see when they eat matters as much — if not more— than what they taste.
·Researchers gave participants different colors of liquid with different tastes — including bitter, sweet, savory and sour. Participants then tried clear liquids with the same taste profiles, and they were asked to associate them with a color.
·Researchers found these associations are easy to learn, and ones that are currently common — like red for sweet or yellow for sour — may not be set in stone. Six in 10 study participants learned new color-flavor pairings after four exposures.