People associate basic tastes (eg, sweet, sour, bitter, and salty) with specific colors (eg, pink
or red, green or yellow, black or purple, and white or blue). In the present study, we …

Recently, it has been demonstrated that people associate each of the basic tastes (eg,
sweet, sour, bitter, and salty) with specific colors (eg, red, green, black, and white). In the …

People make reliable and consistent matches between taste and color. However, in contrast
to other cross-modal correspondences, all of the research to date has used only taste words …

Experimental psychologists, psychophysicists, food/sensory scientists, and marketers have
long been interested in, and/or speculated about, what exactly the relationship, if any, might …

In this paper, we review the empirical literature concerning the important question of whether
or not food color influences taste and flavor perception in humans. Although a superficial …

A multitude of crossmodal correspondences have now been documented between taste
(gustation) and visual features (such as hue). In the present study, new analytical methods …

Color cues impact the chemosensory perception of foods and beverages. Evidence
suggests that color exerts these effects through a link with emotion. In this study, color …

Color conveys critical information about the flavor of food and drink by providing clues as to
edibility, flavor identity, and flavor intensity. Despite the fact that more than 100 published …

The colour and other visual appearance properties of food and drink constitute a key factor
determining consumer acceptance and choice behaviour. Not only do consumers associate …

The effects of color and typeface on people's taste expectations have been well documented
in the literature on crossmodal correspondences. However, research on the interaction …