{"id":119,"date":"2021-05-12T11:00:24","date_gmt":"2021-05-12T11:00:24","guid":{"rendered":"https:\/\/avonflavours.com\/blog\/?p=119"},"modified":"2021-09-23T08:10:30","modified_gmt":"2021-09-23T08:10:30","slug":"food-colour-and-its-importance","status":"publish","type":"post","link":"https:\/\/avonflavours.com\/blog\/food-colour-and-its-importance\/","title":{"rendered":"Food Colour and its importance"},"content":{"rendered":"

Food and Colour<\/strong>
\nFood colour and flavour are closely related. In fact \u201cit is common to see food and anticipate certain flavours,\u201d according to V Sudershan Rao, former Deputy Director from the National Institute of Nutrition, Hyderabad. colour represents flavour or the physiological effect of the item to be swallowed. For example, in the mind of the consumer \u201ca red apple will be sweet, a green plum will be sour and a brown ice cream will have a chocolate flavour.\u201d<\/p>\n

The Right Colour<\/strong>
\nArmed with this knowledge, as Food Manufacturers, we must be careful in choosing the right colour for a product, because colour is linked to our perception of that food. For instance, would you buy potato wafers if they were seasoned with a dark brown or muddy coloured product? Probably not. Brown wafers would make you feel ill, like the product may be spoiled or covered in fungus.<\/p>\n

Keeping all this in mind, kids\u2019 products should have flashy colours, while Health drinks should be subtle in colour. When making a product, we must consider the product\u2019s nature and the end consumer. For instance, children may like wild colours, but neon foods might cause parents to feel that there\u2019s no health benefit to that product or that it isn\u2019t tasty. Whereas, sports drinks must come across as healthy without a medicinal flavour. Perhaps, a bright red candy and a light blue Sports Drink would be highly marketable.<\/p>\n

Or, as V Sudershan Rao put it, \u201cthe colour of food not only [creates] expectation, but provides clues as to the condition of the food. For example, in the same way [the] the yellow colour of peach indicates [that it\u2019s] ripe, the dull brown colour of Strawberry Jam indicates that it\u2019s old.\u201d<\/p>\n

The Colour of Medicine<\/strong>
\nEven in the Pharmaceutical Industry, colour plays an important role. The colour of pills affects perception of both
\nefficacy and taste. It has been observed that \u201cred and pink tablets are preferred over other colours. Strangely, [it was] found that 14% of people [feel that] pink tablets taste sweeter than red tablets, whereas a yellow tablet is perceived as salty, irrespective of its actual ingredients. [Moreover], 11% [of people feel that] white or blue tablets taste bitter, and 10% said orange- coloured tablets [are] sour,\u201d according to R.K. Srivastava and colleagues.<\/p>\n

And, the colour of tablets may even aid in the placebo effect or cause a patient to feel that the pills aren\u2019t working. For example, seafoam green and light blue are associated with medicines, consumers feel that these tablets are effective and not bitter. However, a neon coloured pill may have a bad psychological effect on consumers.<\/p>\n

Conclusions<\/strong>
\nThroughout history, colour and food have been linked. And, \u201chistory is filled with accounts of the widespread application of natural colours such as turmeric, paprika and saffron,\u201d according to V Sudershan Rao.<\/p>\n

In India, \u201cspices like Turmeric, Red Chilli powder and Saffron were used not just for their colour but also for their flavour, pungency and medicinal properties.\u201d As food manufacturers, it\u2019s up to us to continue this tradition of pairing foods with colours that compliment taste and effect. It was 600 years ago that the Jalebi, a sweet, was coloured deep orange using Saffron. The Saffron marketed the Jalebi, though the word \u201cmarketing\u201d didn\u2019t yet exist, as a delicious dessert.<\/p>\n","protected":false},"excerpt":{"rendered":"

Food and Colour Food colour and flavour are closely related. In fact \u201cit is common to see food and anticipate certain flavours,\u201d according to V Sudershan Rao, former Deputy Director from the National Institute of Nutrition, Hyderabad. colour represents flavour or the physiological effect of the item to be swallowed. For example, in the mind …<\/p>\n

Food Colour and its importance<\/span> Read More »<\/a><\/p>\n","protected":false},"author":1,"featured_media":177,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[],"class_list":["post-119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food-colours"],"_links":{"self":[{"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/posts\/119","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/comments?post=119"}],"version-history":[{"count":4,"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/posts\/119\/revisions"}],"predecessor-version":[{"id":154,"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/posts\/119\/revisions\/154"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/media\/177"}],"wp:attachment":[{"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/media?parent=119"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/categories?post=119"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/avonflavours.com\/blog\/wp-json\/wp\/v2\/tags?post=119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}