Effects of Coloring Food Images on the Propensity to Eat: A Placebo Approach With Color Suggestions

BACKGROUND: Research findings on the appetite-enhancing effect of the color red and the appetite-reducing effect of blue have been inconsistent. The present study used a placebo approach and investigated whether verbal suggestions can enhance color-appetite effects. METHOD: A total of 448 women participated in two experiments. They viewed images with differently colored sweet foods (original color, blue, red, colorless (black-and-white); experiment 1; n = 217) or sweet foods on blue, red, white, and gray backgrounds; experiment 2; n = 231). Before viewing the images, half of the participants received information about the effects of red and blue food color on appetite (color suggestion). The other half received no suggestion. For each of the experiments, the reported propensity to eat (food wanting) was compared between the conditions. RESULTS: All colored food items were associated with a lower propensity to eat compared to the food items in the original color. The color suggestion (compared to no suggestion) additionally decreased the propensity to eat blue and black-and-white food items. Colored backgrounds did not influence food wanting. CONCLUSION: This study demonstrated that red and blue coloring of visual food cues did not have the predicted effects on food wanting. However, the combination of specific food colors with specific color suggestions might be useful to change the willingness to eat sweet products.