EAT THE RAINBOW

How colour plays a significant role in shaping our food choices

Various studies have shown that colour is a crucial factor in food selection, and it can even affect our health and well-being. From the way food looks to the packaging it comes in, colour has a powerful effect on our perception of taste, aroma, and flavour. Here is a look at the psychology behind it

Colour And Taste Perception

Our taste buds are responsible for identifying sweet, sour, salty, spicy and bitter flavours. However, our brains also use visual cues to perceive the taste (flavour) of food. For example, we expect strawberries to be sweet and tart based on their bright red colour. Similarly, we associate green with sour and bitter flavours, which is why lime and lemon juices are often green.

Heston Blumenthal, the famed British chef widely known for his innovative and experimental approach to cooking, put this to great use in his first TV cooking series ‘Heston’s Feasts.’ The show, which aired on Channel 4 in the UK, saw Blumenthal creating a range of unusual and creative menus for themed dinner parties.

Colour also plays a role in our appetite. Bright, vibrant colours such as red, orange, and yellow can stimulate the appetite and increase our desire to eat. This is why many fast-food chains and restaurants use these colours in their logos and marketing materials. (Stop and think about that one for a second)... On the other hand, blue, purple, and green colours can have a calming effect and decrease appetite.

Colour And Nutrition

The colour of food can also indicate its nutritional value. For example, orange and yellow vegetables such as carrots and sweet potatoes are rich in beta-carotene, which is important for eye health. Green leafy vegetables such as spinach and kale are rich in iron and calcium, which are essential for bone health.

In addition to the colour of the food itself, the packaging can also influence our perception of its nutritional value. Brightly coloured packaging may give the impression of sugary or unhealthy food, while muted or natural colours may suggest that the food is healthier.

Bright, vibrant

Colour And Culture

Different cultures associate different colours with specific foods. For example, in Western cultures, red meat is associated with the colour red, while in some Asian cultures, it is associated with the colour black. In some cultures, white foods such as rice and noodles are seen as a symbol of purity, while in others, they are associated with death and mourning.

Colour can also influence our food choices based on cultural associations. For example, many Western consumers associate green with health and wellness, so they may be more likely to choose green smoothies or salads. In contrast, in some Asian cultures, red is associated with good fortune and celebration, so they may prefer red-coloured foods for special occasions.

There you have it, colour plays a significant role in shaping our food choices. It can influence our perception of taste, aroma, and flavour, as well as our appetite and our perception of nutritional value. By understanding how colour affects our food choices, we can make more informed decisions about what we eat and why we eat it.

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