... colour intensity and sensory qualities (Walsh et al. 1989). For instance, the common association of red with sweet cherry or strawberry flavoured substances may lead to the expectation that an unfamiliar red food will have a significant sweet taste. Roth, H.A., et al. Have done a similar study. They looked into psychological relationships between perceived sweetness and colour in lemon-and-lime flavoured drinks. The study took place on subjects between 20-25 years of age. Five different sweetness levels and five different colours of lemon-and-lime flavoured drinks were used. The results of the experiment reported that as the colour of the drink became more intense, people reported that the drink became sweeter. On the other hand an investigation by Philipsen D.H. on consumer age affects response to sensory characteristics of a cherry flavoured beverage using the same experiment with a cherry flavoured beverage. Stated that colour did not affect the perceived sweetness of ...

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