Last Saturday I found myself staring at my partner’s cheeseburger questioning his choice of cheese: Red Leicester.
Last Saturday I found myself staring at my partner’s cheeseburger questioning his choice of cheese: Red Leicester. I had never tried it before last week, because that bright orange colour sincerely put me off every time I considered buying that cheese. The fact that it’s coloured with annatto, a natural extract of the Archiote tree’s fruit, still doesn’t convince me entirely. I’m not sure why, maybe it’s just an irrational instinct, but that colour in a cheese still feels unnatural to me. Never judge a book by its cover, right? So even though I had preconceived ideas, this was the right time to finally have a bite of that intensely bright orange cheese and prove myself I was just having unreasonable biases. A little bite full of expectations, I would say, but then a sense of confusion mixed with disappointment hit me hard: Red Leicester tasted just as regular Cheddar. (Forgive me, cheese purists!) Why was I experiencing that negative feeling? I kept wondering, until I suddenly got the answer: my brain and eyes just fooled me. Even though being surprised and, at the same time, fascinated by this phenomenon, I rationally tried to give myself an acceptable explanation: my brain did an association with a familiar cheese based on that bright colour. Red Leicester should have tasted nutty and sharp, just like my beloved Molisan Provolone Cheese when is aged for a couple of year and gets a warm golden shade. It’s not news that food companies add colourings to their products in order to alter their appearance, making them look fresher and more appealing for customers. It’s an effective technique that bears its fruits because we always “eat with our eyes” first. We start making choices about favourite colours since childhood and try to apply them to various aspects of our daily life. Neuroscientists claim that this is due to an early association of a positive feedback to a certain colour, so during our life we tend to recreate that comforting feeling by choosing the same colour, which often becomes our favourite one. Kids love coloured food because they can associate an exact colour with their favourite toy, or cartoon character. For example, It’s not rare, during the Italian summer, to witness children happily devouring a “Smurf gelato”, which is nothing other than a blued dyed vanilla ice cream. Less happily their mothers will struggle to remove those stubborn blue stains from clothes, but this is another story. Anyway, sorry mum!
We are the same children, who grow up and change their eating habits for healthier and “more natural” options. We learn the importance of colour in foods as an essential characteristic to judge the freshness of a product, for example we experience the consequences of eating a steak that turned green, and painfully regret we didn’t toss it. Literally. In the meantime, the society we live in has shaped a stable idea about the food we eat, its wide range of colours and the flavour we associate with each one of those shades. In other words we develop a precise idea of what a certain food should taste like based on its appearance in our own cultural context. This is why we are confused, and at times disappointed, when this matching does not happen. Now, try to picture a young woman being tricked by her friends into drinking what looked like a blood orange smoothie. Then imagine her wide-eyed expression when, in a fraction of a second, her tastebuds rapidly experienced the strong sour and salty flavour of Gazpacho. Yes, that woman shouting at her friends was me.
Sometimes it can also be fun to see our cultural certainties crumble, like the first time I tried the yellow watermelon. I was visiting a nice Japanese lady in Tokyo, when she brought a beautiful blue ceramic plate with some precisely cut slices of yellow watermelon. Yellow? Thank God, she “couldn’t read my poker face”, but I was seriously puzzled inside. “That melon would have been sour, like every unripe fruit.” My stream of consciousness kept flowing in the few seconds necessary to thank my host and take a slice. A first bite and within a moment I felt so stupid! Because it was even sweeter than the common watermelon I crave every summer. I am sure that without this experience I would have never bought that fruit because of a preconceived idea. The mental association between the colour of a food and the assumption we have about its taste is a field that neuroscientists are still exploring, but recent experiments have revealed some remarkably interesting results. For example, an experiment conducted by the Ohio State University showed how using a red colouring in white wine led the unaware participants to describe the aroma and the flavour of the drink with adjectives belonging to the semantic field of red wine. Colours influence our daily life and even the choice of the food we eat. I am fascinated by the way our brain works, leading us to pick a specific coloured food over another simply because it gives us pleasure. However sometimes the same brain tricks itself and that’s when a new memorable colour related experience is created, whether it is positive or negative. What do you guys think about the influence of colours in the choice of our food? Please let me know in a comment below.