The impression people get from their food, influences how people select their food, and how much they eat. Palatability, how pleasant you rate your food, is determined by the hedonic evaluation of sensory properties like taste, smell, texture, temperature, visual appearance and sound (Sorensen et al., 2003). And of course, the role of appearance in food choice should not be under-estimated as the ‘first taste’ is almost always with the eyes. Visual cues will often affect the willingness to eat a certain food (Imram, 1999). The appearance of a food is built up out of different dimensions such as color, opacity, visual structure and visual texture. Of all these effects, the effect of color is the strongest according to most studies (e.g. Maga, 1974; DuBose et al., 1980). The black burger shown in the image above is one of two types of black burgers, which are called the ‘Kuro Diamond’ and ‘Kuro Pearl’ burgers and are for sale in Japan. They owe their striking appearances to the use of black buns and cheese, which have been colored black with bamboo charcoal, and black garlic sauce, which has been colored with squid ink.