DDW Survey Affirms Beverage Color Influences Flavor Perception

28 Mar 2013 --- D.D. Williamson, “The Color House,” conducted an informal taste test this month with two dozen students. The students, aged sixteen to eighteen years old, were presented with carbonated drinks in three different hues (clear, brown and pink) and asked to describe how each tasted.

They were not told that all three beverage samples were actually the same flavor, lemon-lime, in three different colors. Demonstrating yet again that color affects taste perception, an overwhelming majority responded (inaccurately) that the beverages had different flavors.

Clear Soft Drink:  The clear, colorless soft drink was accurately described as having a lemon-lime or citrus flavor by 81% of the teenage taste testers. A small segment said it was flavorless.

Brown Soft Drink:  The brown, caramel-colored soft drink was described as either “sweet” or “fruity” by a one-third (34%) of the students. Cola was the next flavor identified, named by 15%. Nearly half did not offer a specific description of the flavor.

Pink Soft Drink:  The pink, beet-colored soft drink was described as “fruity,” “berry” or “sweet” by more than one-third (38%). Other responses included “cola,” “ginger ale,” and/or flavorless.

Of the three beverages tasted, the teens named Pink as their favorite. Multiple students indicated that the pink beverage was the most flavorful and visually appealing. Note that a very small segment of the students accurately responded that all three beverages tasted exactly the same, despite having different colors.