Investigation of the Effects of Color on Judgments of Sweetness Using a Taste Adaptation Method

Abstract

It has been reported that color can affect the judgment of taste. For example, a dark red color enhances the subjective intensity of sweetness. However, the underlying mechanisms of the effect of color on taste have not been fully investigated; in particular, it remains unclear whether the effect is based on cognitive/decisional or perceptual processes. Here, we investigated the effect of color on sweetness judgments using a taste adaptation method. A sweet solution whose color was subjectively congruent with sweetness was judged as sweeter than an uncolored sweet solution both before and after adaptation to an uncolored sweet solution. In contrast, subjective judgment of sweetness for uncolored sweet solutions did not differ between the conditions following adaptation to a colored sweet solution and following adaptation to an uncolored one. Color affected sweetness judgment when the target solution was colored, but the colored sweet solution did not modulate the magnitude of taste adaptation. Therefore, it is concluded that the effect of color on the judgment of taste would occur mainly in cognitive/decisional domains.