Scientists now know: A taste for color

joepic.JPGhoegg.jpgMore than meets the tongue
The color of a drink can fool the taste buds into thinking it is sweeter

Does orange juice taste sweeter if it’s a brighter orange? A new study in the March issue of the Journal of Consumer Research finds that the color of a drink can influence how we think it tastes. In fact, the researchers found that color was more of an influence on how taste was perceived than quality or price information.

So says a February 12, 2007 press release issued by the University of Chicago Press, which published the study by JoAndrea Hoegg and Joseph W. Alba.