Nowadays, in the beverage area of the supermarket, there are all kinds of colorful drinks on the shelves. Studies have shown that the consumption of beverages is a multi sensory experience, and color is usually a characteristic, which can enhance taste and psychophysiological response. Most consumers first perceive the color in front of them before drinking a drink, which is a very important color signal. It will affect people's interest in the drink and change the original taste of the drink to some extent. According to the data, yellow and orange are the most popular color groups for food and beverage in the world in the past five years. However, if the "top class" colors for beverages in the past two years are selected, there is no doubt that blue is in the forefront. The reason is simple. As the mainstream of beverage consumption - young consumers, they want bright and bold products, while the classic blue provides calm and peace of mind for consumers. A survey shows that 37% of consumers believe that blue is a color that can boost their mood, and its performance is better than all other colors. Among young consumers under 25, this proportion has risen to 60%. With the concept of sustainable consumption deeply rooted in people's hearts, green is gradually becoming one of the most popular colors in beverages. Green is the color of nature, which represents fresh, nutritious and organic. Imbibe, an American beverage development company, once pointed out that people need colorful products and use natural and sustainable colors, which means that beverage manufacturers need to choose colors carefully. In addition to the above colors, red is also becoming more and more popular. GNT, the food pigment supplier, pointed out that red has the ability to trigger strong emotions, which embodies human vitality, creative energy, passion and positive action. Bright red can produce very powerful effects in some product applications. Red can also bring eye-catching effect to delicious products. In Chinese culture, red is also associated with good luck, good luck and festivals. The study found that 29% of Chinese consumers said attractive colors would encourage them to try innovative drinks, and 32% of consumers chose visual impression as an important factor in trying popular drinks. In addition to taste, enterprises' exploration of color can also help consumers improve their overall consumption experience and create photogenic food and beverage products. In addition, according to a study by Harvard Medical School, fruits and vegetables of different colors usually provide different nutrients. Food colors can be used to guide consumers to a balanced and nutritious diet, which means that under the trend of healthy diet, colorful foods and beverages will play a more important role in daily consumption. (Outlook New Times)