Effects of Color and Odor of Colored Water on Predicted Palatability S Okuda1, A Takemura2, K Okajima3 |
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1Faculty of Life and Science, Doshisha Women's College of Liberal Arts, Japan |
| We conducted three types of experiment: a visual experiment, an olfactory experiment and a visual-olfactory experiment to reveal the effects of color and odor on predicted palatability of soft drinks. We prepared six kinds of colored water: yellow, orange, red, purple, blue and green, by dissolving artificial colorants with mineral water. We also prepared four kinds of essence: lemon, apple, strawberry and mint. The colored water was in a PET bottle, and each essence was put on a smelling-strip on the underside of the bottle cap. In the visual experiment, subjects observed one of the colored waters without any olfactory stimulus. In the olfactory experiment, they observed non-colored water (freshwater) and smelled the underside of the cap. In the visual-olfactory experiment, they observed one of the colored waters while smelling an essence. Subjects evaluated the “predicted sweetness”,“predicted sourness”, “predicted bitterness”, and “predicted palatability” in each experiment. They were twenty females and in their twenties. As a result, strong cross-modal effects were found, such as palatability was higher when the image of the odor matched the color. The contribution ratios of olfaction to vision were 4.61 in sweetness, 1.91 in sourness, 1.98 in bitterness and 1.24 in palatability, respectively. |
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