02677cam a2200397 i 4500999001900000001000900019003000700028005001700035008004100052010001700093020004400110040003400154042000800188043001200196049002600208050002600234100002500260245008500285260001100370264006600381300001800447336002600465337002800491338002700519490004600546504005100592505047800643520081701121650001901938650005301957650004402010655002702054830004702081942001502128952013602143  c596392d59639220949707US-DLC20200601131245.0190415s2019    mau      b    001 0 eng c  a  2019014145  a9780674983892q(hardcover : alk. paper)  aMH/DLCbengcMHerdadDLCdAU  apcc  an-us---  aAlfaisal Main Library00aTP370.9.C64bH57 20191 aHisano, Ai,eauthor.10aVisualizing taste :bhow business changed the look of what you eat /cAi Hisano.  c©2019 1aCambridge, Massachusetts :bHarvard University Press,c©2019  a327 p:c22 cm  atext2rdacontentbtxt  aunmediated2rdamediabn  avolume2rdacarrierbnc1 aHarvard studies in business history ;v53  aIncludes bibliographical references and index.0 aIntroduction: 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.  aVisualizing 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.-- 0aColor of food. 0aFood industry and tradezUnited StatesxHistory. 0aFood engineerszUnited StatesxHistory. 02local94aPrint books. 0aHarvard studies in business history ;v53.  2lcccBOOKS  00102lcc4070aAUbAUcGENd2020-06-01l0oTP370.9.C64 H57 2019pAU00000000016318r2020-06-01 00:00:00v285.00w2020-06-01yBOOKS