“Everything you eat becomes a part of not only your inner being, but the outer fabric of your body as well.”

Market strategists have included colour as one of the factors that affects consumer purchase behaviour as consumers judge flavour and wellness attributes of food and drink by its colour. Food and drink producers stress to find the perfect colour for their product in order to garner consumer attention. People have an instant reaction when they see a specific colour and brands want that initial interaction with colour to be a positive one. Food flavour manufacturers stress to find the perfect colour for their product in order to garner consumer attention. People have an instant reaction when they see a specific colour, and brands want that initial interaction with colour to be a positive one. According to Emerald Insights, 90% of buyers make a decision after seeing the colour and their perceived taste of the product, suggesting colour brings flavour to life.


Food colour choices and the flavours affect your being directly. It is common to see food and anticipate certain flavours. Colour represents flavour or the physiological effect of the item served or tasted. Capturing the attention of the consumer, food colour plays a significant role in inviting them to the table or entirely rejecting the food.


Choosing the right colour for a product is of pivotal importance as the colour is linked to the perception of that food. For instance, would you prefer buying a health drink that was seasoned with muddy coloured product? Probably not. Brown health drink would make you feel nauseated, like the product may be spoiled or contains fungus. Paying heed to these points, kids’ products are made with flashy colours to grab their attention and health drinks are subtle hued.  While inception of a product, we must consider the product’s nature and the end consumer/ audience. Soda flavour manufacturers in India pay a lot of attention to this bit and churn out the dark hued strong aerated drinks that are a quick-take-aways for their audiences. Also, children may like wild colours, but neon-coloured foods may come across with parents as not healthy or not that tasty. Perhaps, a bright red candy and a light blue sports drink would be highly marketable.


If you thought that the pharmaceutical industry never pays attention to the colour of the medicine, then you’re highly mistaken. As even the pharmaceutical industry plays with colours and the colour of pills affects perception of both efficacy and taste. It might sound like a joke, but it’s true that red and pink tablets are preferred over other colours. Strangely, 14% of people think pink tablets taste sweeter than red counterparts, whereas yellow is perceived as salty, irrespective of its actual ingredients. You see, it’s all in the name of perception, big time. Unlike, a person would never imagine that yellow pill could have a mango flavour, but yes, a pale taste indeed. When you talk about medicinal syrups, flavours like mango flavour, mint flavour, strawberry flavour, amid others reign the pharmaceutical productions. The colour of the tablets may even have a placebo effect or cause a patient to feel that the pills aren’t working. Like- seafoam green or light blue are associated with medicines, consumers feel that these tablets are effective and not bitter. Strange, isn’t it!

As long as history is to be believed, colour and food have been linked. In India, spices like turmeric, red chilli powder and saffron were used not just for their colour, but also for their flavour, pungency and medicinal properties. As food flavour manufacturers, it is up to them to continue this tradition of pairing foods with colours that compliment taste and effect.

Colours shapes consumers’ first impressions about the products and influences their buying behaviour. So, when choosing packaging and food colouring, brands must pay close attention to the psychology behind colour to attract and engage customers. But, there’s much more to bringing products to market than colour selection. New product launches demand more efficiency and speed at every stage of development. To close with some stats, according to Meticulous Research, global sales for natural food colours are on track to increase 8.4% compounded annually, by 2027, which projects the market value at $3.2billion by the end of the forecast period.