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The Journal of Psychology
Interdisciplinary and Applied
Volume 137, 2003 - Issue 3
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Original Articles

Preconceptions of Taste Based on Color

Christopher Koch Department of Psychology, George Fox University
&
Eric C. Koch Department of Business Administration, Texas Tech University
Pages 233-242 | Received 06 May 2002, Accepted 09 Aug 2002, Published online: 02 Apr 2010
 
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Abstract

The authors examined preconceptions of taste based on color with a questionnaire administered to 45 college students. The questionnaire related 8 tastes with 10 colors. The results suggested that only a limited number of colors are positively associated with preconceptions of taste. However, certain colors (e.g., red and green) showed consistent patterns of association with taste. Implications for future research examining an indirect relationship between color and taste are discussed.

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