Consumers prefer red, orange, and yellow foods and beverages , and reject synthetic colors that are not naturally found on the market. This is clear from a survey carried out by the Nielsen group among 5,000 subjects from ten countries (United States, Mexico, Brazil, United Kingdom, France, Poland, Russia, India, China and Australia).
In fact, food that is blue or purple generates some rejection, including gummies, candies, and drinks and spirits that are artificially colored with this hue. Whites and greens, however, do tend to work well, something that the food industry takes into account when selecting colorants. Experts suggest that one of the reasons for the rejection of blue is that in natural foods they can be indicators that a food, for example meat, is in poor condition , is toxic or has fungi, which implies that it will not suit us well.
On the other hand, a recent study published in the Journal of Consumer Research revealed that the color of food influences the perception of the taste of food . In experiments in which the sweetness of an orange juice was maintained but its color was altered, the researchers observed that the more intense the orange color, the sweeter the subjects perceived its flavor.
