More than meets the tongue

Does orange juice taste sweeter if it's a brighter orange? A new study in the March issue of the Journal of Consumer Research finds that the color of a drink can influence how we think it tastes. In fact, the researchers found that color was more of an influence on how taste was perceived than quality or price information.

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<p><a href="http://www.physorg.com/news90514347.html">More than meets the tongue</a></p> <p>Does orange juice taste sweeter if it's a brighter orange? A new study in the March issue of the <i>Journal of Consumer Research</i> finds that the color of a drink can influence how we think it tastes. In fact, the researchers found that color was more of an influence on how taste was perceived than quality or price information.</p>