BEFORE TASTE: THE ROLE OF VISION IN FLAVOUR PERCEPTION

The sensory perception of food results from the integration of multiple stimuli, with vision being one of the main factors in the formation of expectations and in the interpretation of flavour. Colour, as the dominant visual component, influence the identification and intensity of basic tastes, even when the physicochemical characteristics of foods remain unchanged. This study aimed to evaluate the influence of colour on flavour perception and on the construction of sensory expectations. A quantitative experimental study was conducted with 35 participants using a discriminative sensory test with four macaron samples of identical composition, varying only in colour (pink, green, yellow and brown). Consumer panel evaluated flavour expectations, aroma and the intensity of basic tastes before and after tasting. Statistical analysis was performed using ANOVA tests, complemented by the Tukey test to identify significant differences between samples, and revealed that colour significantly influenced the perception of sweetness, acidity and bitterness, with p-value < 0.05. The pink sample was perceived as sweeter, while the green and yellow samples were perceived as more acidic and the brown sample as more bitter. Before tasting, colour generated distinct expectations of flavour and aroma, highlighting the visual impact on the sensory experience. No significant differences were observed in the perception of saltiness and umami. These results highlight the multisensory nature of the eating experience and the relevance of visual stimuli in flavour interpretation, with implications for product development, gastronomy and sensory marketing.