"Scientists estimate that more than half the human brain is involved in processing what we see. Only about 1 percent or so is dedicated to taste. [...] If resea

"Scientists estimate that more than half the human brain is involved in processing what we see. Only about 1 percent or so is dedicated to taste. [...] If researchers want you to really taste something, feel its texture against your tongue and smell its subtle notes, they will make you eat it in the dark or under lights that mask colors. Humans are color-seeking animals, and food companies learned to manipulate that trait early." This is why Heinz's attempts at green ketchup years ago failed to impress. My kids thought it was an awesome idea. And we all agreed it tasted exactly how ketchup should. But that bright green on your food where you expected a rich red ... it was unsettling.