Any chef worth his salt (no pun intended!) will tell you this: you eat with your eyes first. The dishes served at a Michelin-starred restaurant are genuine works of art, and there’s an important reason for this….
WE EAT WITH OUR EYES FIRST
The ancient philosopher Aristotle emphasized the importance of sensory perception, a concept now central to gastronomy, food marketing, and even social media food trends. He believed that knowledge begins with the senses - humans experience the world through our five senses, and these experiences form the foundation of our thoughts and understanding, evoking emotional and intellectual responses.
This philosophy found its way into modern culinary culture, where chefs and food writers highlight the importance of presentation in enhancing appetite and dining experiences. When food looks good, our brains think it will taste good too. Bright colors and beautiful presentations make us excited to eat because these visual experiences tell our brain to expect something delicious.
EVOLUTION HARDWIRED US TO LOVE BRIGHT FOODS
The actual science behind this theory lies in how our brain and eyes process color. Bright colors activate the brain’s reward system, releasing dopamine, which enhances our desire to eat those foods. This response was reinforced over time by evolution.
We’re hardwired to associate bright colors with healthy, nutritious foods. Early humans relied on visual cues to find safe, energy-rich foods in nature. Bright colors come from compounds like vitamins, antioxidants, and phytonutrients that are good for us. So bright colors - think: bold red berries, vibrant orange carrots - signal that a food is ripe, fresh, and packed with nutrients, while dull colors could signal a lack of nutrients or even spoilage. This connection became ingrained in our brains over time, making us instinctively drawn to vibrant, colorful foods.
THE DANGER OF ARTIFICIAL DYES
Artificial dyes are synthetic chemicals used to enhance the color of processed foods and beverages. Food and beverage companies understand that we’re drawn to brighter colors, and capitalize on this by using artificial dyes to make their products look more appealing.
What many of us don’t realize, however, is that this tactic dangerously prioritizes aesthetics over health. Artificial dyes - like Red 3 and 40, Yellow 5, and Blue 1 - provide no nutritional value and can carry some major health risks.
The next time you reach for that neon blue drink, consider this:
- Cancer Risk: The FDA banned Red No. 3 in cosmetics as early as 1990 due to its link to thyroid tumors in rats. However, it continued to be used in foods until now, raising long-standing concerns about its safety.
- Hyperactivity and Behavioral Issues: Studies have shown that synthetic food dyes can exacerbate hyperactivity and attention problems in children, leading some European countries to require warning labels on products containing these dyes.
- Allergic Reactions: Artificial dyes can trigger allergic reactions in some individuals, ranging from mild symptoms like hives to more severe cases.
- Hormone Disruption: Emerging research suggests that artificial food dyes have been linked to potential hormone disruption. They may interfere with endocrine function by mimicking or blocking hormones, which could affect growth, reproduction, and metabolism.
A STEP IN THE RIGHT DIRECTION
On January 15, 2025, the U.S. Food and Drug Administration officially banned the use of Red No. 3 in foods, citing mounting evidence that the artificial dye poses serious health risks, including its link to cancer in animal studies. While this might sound shocking, it’s far from new information - scientists have been raising concerns about synthetic food dyes for decades.
As consumers become more aware of what they’re putting into their bodies, now is the perfect time to rethink the bright, artificial colors in everyday foods and beverages. (And keep in mind that those dangerous dyes will still be on your supermarket shelves until 2027, the due date by which companies must reformulate without the banned ingredients). Here’s why turning to nature’s vibrant palette is the better choice for your health.
WHY NATURE'S COLORS ARE BETTER
Nature’s brightest foods aren’t just visually stunning - they’re packed with health benefits. Vibrant fruits, vegetables, and natural ingredients get their colors from compounds like chlorophyll, anthocyanins, and carotenoids, which often come with powerful antioxidants and nutrients:
- Bright Green (Matcha): The natural chlorophyll in premium matcha, like the kind used in Tatsu Tea, is rich in antioxidants that help combat free radicals and reduce inflammation.
- Deep Red (Berries): Anthocyanins in strawberries, raspberries, and cherries have been shown to support heart health and improve cognitive function.
- Orange and Yellow (Citrus and Carrots): Beta-carotene in carrots and vitamin C in oranges strengthen the immune system and promote healthy skin.
Not only are these colors a feast for the eyes, but they’re also a signal from nature that these foods are good for your body.
A BETTER BEVERAGE ALTERNATIVE
At Tatsu Tea, we’ve always believed that what fuels you should come from nature, not a lab. Unlike energy drinks filled with artificial dyes and chemicals, Tatsu Tea provides clean, crash-free energy powered by antioxidants, plant-based caffeine, and electrolytes.
Our commitment to clean ingredients means you’ll never find artificial dyes or additives in Tatsu Tea. Instead, we let the purity and quality of our matcha shine through.
So, the next time you reach for something bright and colorful, ask yourself: Is this color coming from nature, or from a factory? With Tatsu Tea, you can always trust that it’s the former - delivering health, energy, and vibrancy in every sip.
