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The authors examined preconceptions of taste based on color with a questionnaire administered to 45 college students. The questionnaire related 8 tastes with 10 colors. The results suggested that only a limited number of colors are positively associated with preconceptions of taste. However, certain colors (e.g., red and green) showed consistent patterns of association with taste. Implications for future research examining an indirect relationship between color and taste are discussed.doi:10.1080/00223980309600611 pmid:12795546 fatcat:bbiot2n4kje2phz42vycixoame