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 taste more bitter 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 and 60. Half of the participants were in Brazil and the other half were in France. The survey contained two photos of milk chocolate bars …


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