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I

The concept should be great but the taste can’t be
compromised either and that’s why it’s more

challenging to do than just making yummy ice cream.

moments with friends and family, including show- mation and, at an unconscious level, ascribing a
ing off the food and drink they are consuming. sweetness that is not really has because we in-
nately want to create a coherent narrative for
Color Blind Ice Cream our taste experiences.
To challenge this visual experience, Prima
In humans, 50% of the cerebral cortex is Chakrabandhu Na Ayudhya, the founder of Ice-
involved in the functioning of vision, while only DEA [1] launched a Color Blind Ice Cream event
1-2% is involved in taste processing. As a result, for a cafe with the slogan, “Don’t let the color
our brains rely heavily on visual information, fool you, try it for yourself first.”
especially color, to predict our experience of The colors of these ice creams don’t match
food. However, color information does not only the flavors. For example, people usually think
Color in Ice Cream on color alone — or they can add a new twist to act on our brain, our brain also operates on this brown is a chocolate flavor, but when you try
their product line. New patterns can be added color information, using years of experience to it, you know it’s vanilla. Or pink comes out
Most colorful ice creams are produced by to their product lines to keep the brand fresh predict future experiences. whe n yo u t h i n k o f s t r aw b e r r y f l avo red i ce
mixing other ingredients, including artificial for customers. In other words, if we are going to eat a wa- cream, but Prima makes it green. People are
and natural colors, with white/light yellow as For consumers, different colors can also be termelon, we set our expectations before we surprised by this difference in taste and appear-
the base. used to meet their individual needs. In addition, taste the fruit based on previous experience, and ance. There is one more thing to note at this
For ice cream brands, color is a marketing for consumers, “Instagrammability” is key to a this information becomes part of our eating ex- time, Prima told us such experiment should
tool — in a study called Impact of color on mar- go o d p ro d u c t , a n d w i t h t r ave l a f fe c te d by perience. If the watermelon is not actually as based on a clear prior conceptual articulation
keting researchers found that up to 90 percent COVID-19, people are increasingly using social sweet as we expect it to be, our brain can com- as consumers will see it as a deception if the
of quick judgments about a product can be based media as a tool to connect with others and share pensate for this by turning off unwanted infor- taste doesn’t match the exception appearance

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