Food and colour have a complex relationship. The colours of foods can affect how appetising they look and even influence their perceived flavour. In turn, colours are associated with certain foods and hold different connotations and meanings. By understanding this relationship between food and colour, we can better appreciate the role colour plays in our dining experiences.
The Impact of Colour on Food
The visual appearance of food is hugely important. In fact, the colour of food accounts for up to 70% of our flavour perception. This means the colours of foods can significantly impact how appetising they look and how we think they will taste.
Vibrant, rich colours are naturally appealing in foods. Research shows that more intense colours are associated with riper, sweeter produce. For example, darker greens suggest fresher, more nutritious vegetables while richer reds imply juicier, sweeter fruits. Dull, brown colours tend to be less appetising as they can suggest overripening, overcooking or contamination.
Beyond influencing flavour expectations, colours also elicit emotional responses that affect our desire to eat. Warm colours like red, orange and yellow spark feelings of excitement which can boost appetite. Cool blues and purples are thought to suppress appetite. Intense, artificial colours like those found in candy and soda may increase food’s appeal.
Colour Associations with Specific Foods
Over time, certain colours have become strongly linked to particular foods. Some associations are quite obvious, while others may be more subtle or surprising.
Here are some of the most prominent colour associations for different foods:
| Colour | Food Associations |
|---|---|
| Red | Tomatoes, apples, strawberries, red peppers, red meats, wine |
| Orange | Oranges, carrots, pumpkin, sweet potato, cheddar cheese |
| Yellow | Lemons, bananas, corn, pineapple, custard |
| Green | Lettuce, herbs, limes, grapes, kiwi, matcha |
| Blue | Blueberries, plums, eggplant, blue cheese |
| Purple | Grapes, plums, figs, purple sweet potato, red cabbage |
| Pink | Watermelon, guava, salmon, cake frosting, coconut |
| Brown | Cocoa, coffee, mushrooms, nuts, meats |
| White | Onions, cauliflower, garlic, coconut, milk, rice |
| Black | Blackberries, blackcurrants, black rice, mushrooms, pepper |
As shown, most fruits and vegetables align with their own natural colours. Other foods like cheese and meats derive their colours from processes like aging and curing. Grains and vegetable products often take on the colours they are cooked in. These connections between food and colour run deep and influence what we deem to be natural or appropriate.
Meanings and Symbolism of Food Colours
Colours carry cultural connotations and symbolic meanings that further inform our perceptions of different foods:
- Red – Associated with energy, strength, power, passion, heat and aggression. Represents blood, ripe produce, healthfulness.
- Orange – Evokes cheer, warmth, vibrancy, creativity and balance. Can suggest exotic or tropical flavours.
- Yellow – Cheerful, sunny, youthful and energetic. Tied to happiness, optimism and intellect. Also implies sweetness.
- Green – Connected to nature, renewal, health, tranquility and good fortune. Suggests vegetable flavours.
- Blue – Trust, wisdom, confidence and stability. Can seem underappreciated for food. Linked to coolness and serenity.
- Purple – Royalty, luxury and spirituality. Associated with exotic, uncommon flavours.
- Pink – Femininity, innocence, joy and warmth. Suggests sweetness, especially in desserts.
- Brown – Rustic, humble and earthy. Can also seem dull. Tied to earth tones like coffee, nuts and grains.
- White – Purity, cleanliness and simplicity. Implies mild or delicate flavours.
- Black – Sophistication, mystery and elegance. Seen as rare, exotic or intense in flavours.
These symbolic meanings shape our emotional and psychological responses to different food colours. Warm colours are exciting, cool ones more serene. Brighter colours feel more playful while darker shades seem serious.
Using Colours in Food Marketing
Understanding colour psychology and food associations allows brands better market their products. Colour is carefully considered in areas like:
- Packaging – Colors that align with ingredients and flavors. Warm colors for full-flavored foods, cool for delicate.
- Logos – Instantly convey product qualities. Reds and oranges suggest boldness.
- Servingware – Red plates to heighten taste perception. White to showcase natural colors.
- Interior design – Warm colors to stimulate appetite. Cool to encourage turnover.
- Website design – Vibrant colors to grab attention. Muted for elegant brands.
- Photos – Emphasize natural ingredient colors. Enhance vibrancy with filters.
- Point of sale – Colorful signage draws interest to deals and new products.
When used strategically, colour can increase appetite appeal, build brand recognition, and attract consumer attention.
Popular Food and Drink Color Trends
Certain colour palettes emerge as trends in the food industry. Here are some of the most popular food and drink colour trends right now:
- Rainbow – Vibrant colours like in acai bowls and Starbucks drinks. Feel playful and energetic.
- Pastels – Soft, desaturated colours like in macarons and cake pops. Give a delicate, elegant feel.
- Neons – Intense neon tones seen in cocktails and snack foods. Connote synthetic qualities.
- Earth tones – Rich browns, greens and neutrals as in avocado toast and matcha lattes. Suggest natural, grounded qualities.
- Jewel tones – Deep, luxurious colours like in berry smoothie bowls and dark cocktails. Imply richness and decadence.
These trends influence product offerings across food service and grocery retail. Consumers increasingly seek out photogenic foods in energizing and uplifting color palettes.
How Colours Affect Flavour Perception
While colour shapes expectations about taste, it also actively influences flavour perception. Here’s how it works:
- Priming – Colour primes the brain to detect associated tastes and aromas. Redness makes sweeter tastes more noticeable.
- Influence on chewing – Darker colours make food seem denser, prompting more chewing to release flavour.
- Salivation – Vibrant colours boost saliva production to prepare taste buds.
- Emotion – Positive emotions from colours heighten enjoyment of flavours.
- Cross-sensory association – The brain connects certain colours with specific flavour experiences.
Interestingly, this means off-colours like blue raspberry or green ketchup taste unusual because the atypical colours distort our learned colour-flavour relationships.
How Taste Can Be Altered Through Coloured Lighting
Ambient lighting and coloured plates/glassware also influence taste perception. For example:
- Strawberries – Seem sweeter under blue lighting due to suppression of sourness perception.
- Wine – Tastes fruitier in blue light but more tannic in red light.
- Soda – Lime flavoured soda is rated tastier under green lighting.
- Yogurt – Appears sweeter in pink lighting compared to blue.
This effect extends beyond taste to qualities like freshness, sweetness and bitterness. Restaurants can leverage colored lighting and servingware to alter diners’ flavour experiences.
Considering Food Colour Additives
While naturally-derived colours are safe and useful for restoring vibrancy lost in processing, artificial colours are more controversial. Concerns include:
- Health – Associations with hyperactivity, allergies and other effects, especially in children.
- Deceptive marketing – Artificially colouring low-quality or poor-tasting products.
- Non-vegan – Many artificial food colours are derived from insect exoskeletons.
- Unnatural – Clashes with desire for “clean” products.
Due to these issues, natural colour alternatives from fruits, vegetables and algae are on the rise.
Conclusion
Colour plays a vital role in food enjoyment and presentation. It primes our psychological and sensory expectations, carries cultural meaning, and actively shifts flavour perception. Harnessing the power of colour allows food marketers and establishments to appeal to consumers seeking fun, multisensory experiences. Yet naturalness remains important. Overall, a nuanced understanding of how colour impacts food helps improve our dining experiences.
