People associate certain colors with certain flavors, and the color of food can influence the perceived flavor in anything from candy to drinks.Sometimes the aim is to simulate a color that is perceived by the consumer as natural. Color additives are used in foods for many reasons including:

• Offset color loss due to exposure to light, air, temperature extremes, moisture and storage conditions
• Correct natural variations in color
• Enhance colors that occur naturally
• Provide color to colorless and "fun" foods
• Make food more attractive and appetizing, and informative
• Allow consumers to identify products on sight, like candy flavors or medicine dosages