Re: Effect of color on perceived taste in sodas

I went looking for some information also and have not yet found anything. If you have time to search further, you might want to look in old 1994 headlines for details about Crystal Pepsi. You probably won't remember much about it and in case you aren't successful, I'll tell you what I know. Crystal Pepsi was a clear soda made by Pepsi that got a lot of attention from the media but ended a big failure within a year. It was said to taste exactly like Pepsi only without the caffeine and without the color.

Typically, when people cannot see the color of a carbonated beverage, they will describe the flavor correctly. When you introduce color into their evaluation, they become biased about the flavor before they even taste it. For example, if I give you an orange soda and ask you to describe the taste, you will probably tell me it tastes like orange or tangerine. If it is red, you will say berry (strawberry, raspberry, a blend...). If it is clear, you will say lemon/lime. The actual flavors used could be entirely different but the color has a drastic effect on perception. In most cases, the scientists who develop the beverage start with the flavor and finish with the color. This way the color gives you a hint about what you will be tasting.

I think you have a great experiment in mind! The colors you choose will affect the answers you get, so choose carefully. Also, don't let people try them all side by side. If you can get enough people to test your beverages, have them sample only one. You could maybe let them come back a few hours later to try another. Remember to add a 'control' to your design (a fourth sample with the clear Sprite) so you can prove that people can describe the true beverage. Best of luck to you and please keep in touch. I'd love to hear what people say.

Kieran