People expect chocolate to taste bitter if it is in black packaging

chocolate bars

How we expect chocolate to taste depends on the colour of the wrapper

Tim Gainey/Alamy

People expect chocolate to be more bitter-tasting if it is in black packaging, while yellow and pink packaging is associated with sweeter-tasting chocolate.

Iuri Baptista at the University of Campinas in Brazil and his colleagues wanted to investigate how people respond to the colour of chocolate packaging.

The researchers sent a survey to 420 people between the ages of 18-60. Half of the participants were in Brazil and the other half were in France. The survey contained two photographs of milk chocolate bars and two …


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