Appearance creates the first impression customers have of food, and first impressions are important. No matter how appealing the taste, an unattractive appearance is hard to overlook. As humans, we do "eat with our eyes" because our sense of sight is more highly developed than the other senses. The sense of sight is so highly developed in humans that messages received from other senses are often ignored if they conflict with what is seen. Yellow candy is expected to be lemon-flavored, and if it is grape-flavored, many people ____________________________. Strawberry ice cream tinted with red food coloring seems
to have a stronger strawberry flavor than one that has no added food coloring, even when there is no real difference.