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The Effects of Analogous Food Color on Perceived Flavor: A Factorial Investigation
- Garber, Lawrence L., Hyatt, Eva M., Nafees, Lubna
- Journal of food products marketing 2016 v.22 no.4 pp. 486-500
- beverages, color, complementary foods, flavor, marketing
- We extend research testing the effects of food color on flavor perception to analogous color. Analogous colors are those found next to each other on the color wheel. Subjects were assigned the task of tasting and evaluating a fruit-flavored beverage. Actual fruit flavor at two levels and beverage color at three levels were manipulated in a full factorial, between-subjects design. Thus each subject tasted and evaluated a single color/flavor combination. Results show that the small differences in food color represented by analogous color are sufficiently distinct and meaningful to consumers to significantly affect their ability to correctly identify the flavor of color-associated foods, as well as to form distinct flavor profiles and particular preferences—much as the grosser distinctions represented by complementary food color have been shown to do previously.