Tasting With Our Eyes: Why Bright Blue Chicken Looks So Strange
"Visual cues kind of have precedence and can set up expectations about what it is we think we’re going to taste and what the flavor will be," he says. "And those expectations tend to be a very powerful determinant what we actually experience."
For example, different shades of red can make us perceive food as 11 percent sweeter than it actually is. Green tends to make us think the food will be sour. And blue can make us turn away in disgust, which may explain our reaction to Brown’s blue chicken.