Humans have always used the color of a food to form judgments about its desirability. The act of eating - and deciding what to eat - is a multi-sensory experience, synthesizing perceptions of sight, taste, smell, and touch. Color provides visual information about a food's quality and condition, and influences the perception of its flavor.Today, because of chemical advances, not only are more vibrant and often superfluous colors available in food coloring, but the usage of these chemicals is far more widespread.
(via Grow-A-Brain)
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