What consumers expect when they see a food primes the palate to taste certain flavors. The strong associations between color and flavor are well established in the scientific community. Research on the subject dates back to the 1970s. For example, consumers expect yellow foods to be sour or citrusy.
Branding, packaging and color quality of the product itself play a big part in creating and maintaining expectations. Food brands have long understood this and worked to establish standards. Federal regulations grade the color of orange juice. Businesses offer color-matching services for companies to select the right hue for a particular product. In some cases, color can overpower other senses and convince people they taste flavors that aren’t there.
产品的品牌，包装和颜色质量本身在创造和维持期望方面发挥着重要作用。食品商早就了解这一点，并努力建立标准。 联邦法规对橙汁的颜色进行评级。 企业为公司提供颜色匹配服务，以便为特定产品选择正确的色调。 在某些情况下，颜色可以压倒其他感官并让人们以为他们尝到了不一样的味道。
The Penn State researchers set out to test if they could teach color-taste correlations, and found the linkages could be more flexible than many thought in some cases.