Whether red, brown or blue, beverage colors play a large role in impacting consumers’ perceptions of a product. A March 2013 study by D.D. Williamson, Louisville, Ky., further illuminated this concept by presenting 24 test subjects with clear, brown and pink versions of a lemon-lime-flavored carbonated beverage.
When presented as a clear soft drink, 81 percent of subjects correctly identified the product as having a lemon-lime or citrus flavor. However, when the drink was colored brown, 34 percent of participants described it as “sweet” or “fruity,” while 15 percent described it as having a cola flavor. Likewise, when it was colored pink, 38 percent of respondents described it as “fruity,” “berry” or “sweet.” In addition, the majority of respondents said they enjoyed the pink beverage best, citing that it was the most flavorful and visually appealing. Many of these perception differences were influenced solely by the beverage’s color.