 So essentially whenever anyone is asked to describe food or they ask a question of someone else about the food they happen to be eating you'll almost always hear them talk about the taste, whether it's the saltiness, the sweetness, the bitterness, etc. It might be something about the smell or the beautiful bouquet of the food that they're eating or sometimes they talk about the texture in their mouth as well. Very rarely though will people talk about the actual visual aspects and particularly the colour. There is some research that looks at the influence of colour on smell. However we found that there was almost nothing that had looked at the influence of colour on the perceived texture in your mouth. So when we started this research we actually used a whole range of products and we found that colour also influences the texture of the food in particular the creaminess and crunchiness when you consume a product. What we did was we then took that to the next dimension and said maybe we get the same effects if we change the colour of the products in an advertising context and we had similar sort of results in that colour was found to influence the expected texture particularly the creaminess and crunchiness of the food product just by looking at the advertisement. We used a whole range of products including yoghurt, custard, sour cream and mayonnaise just to ensure that it wasn't necessarily the product that was causing the effect but it was the actual colour. So in the advertisements we had a similar sort of situation although the thing that we changed or manipulated more or less was the appearance so whether it was a crunchier looking product or a creamier so a creamier potato salad maybe as opposed to what would be sort of a crunchier advertisement or an advertisement of a crunchier cookie and what we found was that the red product would sort of skew towards the expected creaminess and the blue filters over the products made people sort of more predisposed to thinking that there was a crunchier product. To look at the influence of colour when people are actually consuming the product you know we had a whole range of experiments where we manipulated the colour so it was either red and blue of the different food products as well as the textures so some of the products were definitely crunchier and some of them were definitely constructed to be creamier because we wanted to see if there was an interaction between the colour and the actual texture of the product in determining the person's experience. There's an international standard for flavour which is you know it basically says that flavour consists of the taste that comes through your mouth, the smell that comes through your nose and then the texture that you experience inside your mouth. It may be that the colour or vision is actually the fourth dimension of flavour that no one has really considered just because it's so intuitive and obvious and having identified the effect it would now be up to the brand managers and the food scientists that work with them to find out the sweet spot for their particular product and the product attributes that they're trying to communicate. This goes right through the line so what you would be thinking is that if a brand manager and a team of food scientists have a product in mind and they want to position it in the market as having very particular kinds of product attributes in our situation it would be a creaminess or a crunchiness what they really need to look at is the colour of the product that they're developing from the get go needs to be congruent with the product attributes that they're trying to communicate. What you would also then think about is packaging, point of sale materials that actually are occurring in the shopping centres or the supermarkets you may want them to be a certain look and then all of the communications that you have in the marketing collateral that you provide as we've seen the colour of the advertisements will distinctly influence the consumer expectations. Now what we also found in our research is that the types of language that you use to describe it also has an influence on the effect of the colour. So there is a based on a kind of condition or a finding called stroop interference where the colour and the language actually interact to influence your perception.