Abstract
The perception that the appetite is increased or decreased according to the food color was higher with females (92.4%) than with males (80.6%). This difference between the male and female perception was confirmed by the x2 test. The three colors, red, orange and yellow, were selected as those which increased the appetite, whereas those which decreased the appetite were the four colors, black, brown, purple and blue. A high similarity was apparent between the responses from males and females. In respect of the relationship between the color and taste sense, both males and females chose the warm colors, pink and orange, for sweetness; yellow for sourness; white for saltiness; brown, achromic colors and green for bitterness; and orange, red and brown for Umami. The responses by both males and females showed a significantly high correlation between the color image and the taste sense. Some food color combinations selected for their effect on the appetite were similar or complementary hues.
