Why colour measurement for food and drinks is so important!

It is well known that colour influences our purchase decision. Colour is one of the main attributes that help us evaluate the quality of food and drink freshness of the product by its appearance. But how colour influences our food and drinks buying decision? Colour is the most important element in food and drinks that intrigues our flavour sensor. Colour creates expectations to people regarding the taste of food and drink. We eat with our eyes. By checking the colour in food and drinks, we try to make the right choice for our tastes, estimating if the product is going to be sweet, salty, sour, or bitter. For example, we try to determine from the colour if the red apple is sweet enough for our taste. We buy mature bananas if we will consume it in the next 2 days, but we prefer unripe fruits if we want to keep them fresh in our cabinets for a whole week.

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