On a typical episode of culinary TV show “Masterchef,” home chefs work hard to create something delicious for renowned chefs Gordon Ramsay, Joe Bastianich and Graham Elliot. However, oftentimes only the dishes that look the tastiest make it to the judges’ table. Similarly, consumers often select foods and beverages based on their appearances, such as the color of the liquid inside the bottle.
According to a statement, Ted Nixon, chief executive officer of D.D. Williamson, Louisville, Ky., often says: “If food does not taste good, people will not try it again. If it doesn’t look good, they may not try it at all.” This reasoning helps to explain not only why color is so important for foods and beverages, but also how it impacts consumer purchases.