Color
Me Blind – That was the hit song that hit the UK charts in the 90s
sung by the famous band ‘Extreme’. But come to think of it,
colors rule every part of our lives. It has been long proven that
hues determine the course of human behavior. The human being can
perceive about 2000 different shades created in amalgamation with
several colors around the environment. Of course, the meaning of the
colors does vary in accordance with cultural differences. The fact
still remains that the perception of innocuous substances and
placebos are influenced by color. The psychology of colors is widely
used in branding and marketing strategies. The color on the logo has
an impact on the consumers’ spontaneous decisions. The perceived
appropriateness of a color and its relationship to the brand creates
a mental atmosphere for consumer buying. And so, food also relies on
the psychology of color and the brighter the color, the more the
consumer wishes to consume it.
In
the beverage market, bright, distinctive colors are essential and
effective selling points in the industry. The decision of a beverage
brand depends on consumers’ expectations of flavor and appeal.
Consistent, stable, and bright beverage colors play a vital role in
the supply chain right through production to its movement to the
consumer. Beverages can be transparent or opaque but require
different formulations and techniques to measure and apply its
relevant, chosen color. The most preferred color for beverages is
brown. It bestows intensity and a sense of deliciousness to the
drink. Most leading sugary drink companies use synthetic and
certified beverage colors. With several checks and assessments in
place for levels of toxicity, labeling the product with its content
became a rule that listed everything except the type of color
(natural or synthetic) used in the product. It is always marked as
“permitted colors”. These synthetic versions are extremely
popular due to their brightness, tinctorial strength, and
cost-effectiveness. The colors came with their own set of downsides
leading to harmful side effects with limitless or over-the-range
usage.
Knowing
the drawbacks of the application of synthetic colors, manufacturers
such as BioActives came up with new and innovative ideas to develop
formulations that not only gave bright tinges but contributed to
nutritional value as well. The BioActives brand is well-known for its
vibrant range of natural colors derived from marigold, turmeric,
annatto, carrot, carmine, paprika, red cabbage, alfalfa, spinach, and
beetroot. They come in several forms, are water soluble and with low
ranges of pH (least acidic). They adopt a stringent collection,
creation, conformation, and certifications process that proclaims the
reliability and stability of the brand. The product is analyzed at
every stage for heavy metals, contaminants and aflatoxins to derive
the purest ingredient best used in food.
BioActives
is internationally known for their wide assortment of natural
products that are rich in vitamins, minerals, and nutrition.
Resource : https://bioactivesjapan.wordpress.com/2016/07/29/color-me-blind-the-secret-behind-beverage-colors
