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Three sensory evaluations were conducted to assess the effect of food color on flavor identification. Elementary students and women university students served as subjects for three evaluations of hard candies, in order to assess color preference, to examine the effect of atypical color on flavor identification and to examine the acceptability of harmony between the color and the perceived flavor. Results showed that inappropriate coloring of the three flavored hard candies induced flavor responses that are normally associated with that color and decreased the acceptability. In addition, the acceptability of colorless candies is lower than that of colored candies. It is suggested from it that when there is no color on the product, even atypical color, it`s harder to identify the flavor and to get a high grade in its preference.
