Work

Influence of Visual Color Cues on Saltiness Expectation, Sensory Liking, and Emotions: A Soy Sauce Model Study

Year: 2026

Type: article

Abstract: Food color can greatly impact consumer perception. It can shape flavor expectations and influence emotions. This research evaluated how visual color cues affect perceived saltiness, sensory liking, and emotional responses to soy sauce. The study used four samples with the same salt concentrations (12% NaCl w/v). The color was varied in intensities, including light (LS), control (CS), moderate (MS), and high (HS). There was a total of 100 consumers to evaluate the samples. The results showed that MS received the highest liking scores for color (6.17) and saltiness (6.30). LS achieved the lowest scores at 3.98 for color and 5.78 for saltiness. Color intensity had a significant correlation with the expectation of saltiness. Correspondence analysis revealed that MS was most frequently associated with positive emotions such as “interested” (36%), whereas LS evoked negative emotions, including “disgusted,” “bored,” and “worried.” These findings confirm that darker colors enhance perceived taste intensity and positive affect. The use of color cues may therefore be a simple strategy to design low-sodium soy sauce formulations without reducing consumer acceptance while potentially supporting sodium reduction initiatives aimed at improving public health outcomes.

Source: Foods

DOI: 10.3390/foods15010159

Authors: Peerapong Wongthahan, Amporn Sae-Eaw, Witoon Prinyawiwatkul

Institutions: Khon Kaen University, Louisiana State University, Louisiana State University Agricultural Center

Language: English

Topic: Sensory Analysis and Statistical Methods

Subfield: Food Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $3,499