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Abstract The effect of color on sweetness perception, flavor intensity, acceptability and thirst quenching was evaluated. The various studies included the development and administration of a questionnaire, preliminary sensory panel studies, three sensory panels of 20 subjects each and finally 3 consumer type taste panels of from 59–121 subjects each. The questionnaire indicated that consumers thought the sweetest beverages and those colored brown, red and orange would satisfy thirst the most. The association of sweetness with thirst quenching ability was an unexpected result but one that was validated in several of the panel studies which followed. The preliminary study done with a full factorial design showed that the samples with the lowest levels of acid and sugar as well as a combination of those with the lowest color and lowest sugar provided the greatest perception of thirst quenching. A series of small sensory panel studies of 20 subjects each allowed the further definition of the most appropriate color space. Samples were then reformulated to achieve this spacing and 3 larger consumer type panels were conducted. Sweetness and perceived ability to quench thirst were found to be significantly affected by color in two of the three panels while flavor intensity and acceptability were found to be significantly affected in only one panel. These results indicate that color is related to quality characteristics other than appearance and should be considered in decisions affecting such characteristics.
Clydesdale et al. (Sat,) studied this question.