Influence of color on taste thresholds

Abstract. Increasing molar concentrations of sweet, sour, bitter and salty were evaluated in colorless and colored (red, green, yellow) water solutions by 28 untrained students. Green color statistically increased sweet taste threshold sensitivity while yellow color decreased taste sensitivity. Red color did not affect the taste sensitivity of sweet. In the case of sour, both yellow and green colors decreased sensitivity with red having no affect. Red color decreased bitter taste sensitivity with yellow and green color having no effect. No significant differences due to color affected salty taste sensitivity. Thus, psychological color association can alter reports of certain basic taste sensations. 1