02728cam a2200373 i 4500 596392 596392 20949707 US-DLC 20200601131245.0 190415s2019 mau b 001 0 eng c 2019014145 9780674983892 (hardcover : alk. paper) MH/DLC eng MH rda DLC AU pcc n-us--- Alfaisal Main Library TP370.9.C64 H57 2019 Hisano, Ai, author. Visualizing taste : how business changed the look of what you eat / Ai Hisano. ©2019 Cambridge, Massachusetts : Harvard University Press, ©2019 327 p: 22 cm text rdacontent txt unmediated rdamedia n volume rdacarrier nc Harvard studies in business history ; 53 Includes bibliographical references and index. Introduction: Capitalism of the senses: How food should look: food and modern visual culture -- The business of food coloring: synthetic dyes and standardization -- Color at home: from natural dyes to cake mixes -- The color of "nature": making oranges orange -- Creating a new ideal: a fight for a "natural" color -- Bright lights, big produce: the visuality of freshness in the grocery store -- Color wars: reimagining the natural -- Conclusion: Eye appeal is buy appeal. Visualizing Taste explores transformations in what Americans conceived as a "natural color" of food between the 1870s and 1970s. It analyzes the role of business in creating the modern world of the senses by focusing on the origins and development of the use of visual appeals, particularly color, as a key driver of demand in the food industry in the United States. By examining the development of color controlling technology, government regulation, and consumer expectations, Ai Hisano demonstrates that scientists, farmers, food processors, dye manufacturers, government officials, and intermediate suppliers co-created a "natural" color for food that was, in fact, a hybrid of nature and technology. Color management thus became a central and permanent part of food manufacturing and marketing strategies.-- Color of food. Food industry and trade United States History. Food engineers United States History. local 4 Print books. Harvard studies in business history ; 53. lcc BOOKS 0 0 lcc 0 0 AU AU GEN 2020-06-01 0 TP370.9.C64 H57 2019 AU00000000016318 2020-06-01 00:00:00 285.00 2020-06-01 BOOKS