Visualizing Taste : How Business Changed the Look of What You Eat

Ai Hisano

ISBN 10: 0674983890 / ISBN 13: 9780674983892

Published by Harvard University Press Nov 2019, 2019

About this Item

Neuware - Ai Hisano reveals how the food industry capitalized on color, fashioning a visual vocabulary that shapes what we think of the food we eat. Our perceptions of what food should look like have changed dramatically as scientists, farmers, food processors, regulators, and marketers established a new, and highly engineered, version of the ¿natural.¿.

Seller Inventory # 9780674983892

Bibliographic Details

• Title: Visualizing Taste : How Business Changed the Look of What You Eat
• Publisher: Harvard University Press Nov 2019
• Publication Date: 2019
• Language: English
• ISBN 10: 0674983890
• ISBN 13: 9780674983892
• Binding: Buch
• Condition: Neu
• Dimensions: 218W x 147H x 38D millimeters 218 millimeters width by 147 millimeters height by 38 millimeters depth
• Weight: 542 grams

About this title

Synopsis

Ai Hisano exposes how corporations, the American government, and consumers shaped the colors of what we eat and even the colors of what we consider “natural,” “fresh,” and “wholesome.”

The yellow of margarine, the red of meat, the bright orange of “natural” oranges―we live in the modern world of the senses created by business. Ai Hisano reveals how the food industry capitalized on color, and how the creation of a new visual vocabulary has shaped what we think of the food we eat. Constructing standards for the colors of food and the meanings we associate with them―wholesome, fresh, uniform―has been a business practice since the late nineteenth century, though one invisible to consumers. Under the growing influences of corporate profit and consumer expectations, firms have sought to control our sensory experiences ever since.

Visualizing Taste explores how our perceptions of what food should look like have changed over the course of more than a century. By examining the development of color-controlling technology, government regulation, and consumer expectations, Hisano demonstrates that scientists, farmers, food processors, dye manufacturers, government officials, and intermediate suppliers have created a version of “natural” that is, in fact, highly engineered. Retailers and marketers have used scientific data about color to stimulate and influence consumers’―and especially female consumers’―sensory desires, triggering our appetites and cravings. Grasping this pivotal transformation in how we see, and how we consume, is critical to understanding the business of food.

About the Author

Ai Hisano is Senior Lecturer at the Graduate School of Economics at Kyoto University, Japan. Winner of the Wilbur Owen Sypherd Prize, Hisano has been Newcomen Postdoctoral Fellow in Business History at Harvard Business School. She has published on the food-coloring business, the development of transparent packaging, and gender politics and food marketing.