Color can influence the taste of food, and our experience and expectations can also influence what we think the food, found out the staff of the University of Pennsylvania. Yellow drinks are often associated with something sour (lemonade), and red - with sweet (mors). The experiment showed: not all people can easily give up their usual associations of color and taste..

Scientists gathered a group of volunteers and created solutions with different tastes (bitter, sweet, salty or sour). Each drink is tied in a pair with color, creating color versions of drinks.. The volunteers had to bind the solution and color in the mind.

Later, the volunteers were given colorless solutions that needed to be correlated with color.. Contrary to expectations, pairing accuracy was high - 59% (25% result was assumed). Many people needed only four “training sessions” to memorize the association..

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