Device color influences e-cigarette flavor expectations, perception, and appeal
Hellmich, Ina M Talhout, Reinskje Boesveldt, Sanne
Hellmich, Ina M
Talhout, Reinskje
Boesveldt, Sanne
Series / Report no.
Open Access
Type
Journal Article
Article
Article
Language
en
Date of publication
2026-03-02
Year of publication
Research Projects
Organizational Units
Journal Issue
Title
Device color influences e-cigarette flavor expectations, perception, and appeal
Translated Title
Published in
Chem Senses 2026; 51:bjag007
Abstract
Color influences flavor expectations and experiences in foods. For example, red can enhance perceived sweetness and green can enhance sourness. Whether color similarly affects flavor perception in e-cigarettes remains unknown. As flavor strongly contributes to e-cigarette appeal, understanding the role of color may inform product regulation. We used a 3 (device color: red, green, reference) × 2 (flavor: tobacco-flavored, flavorless) × 3 (route of administration: seeing, smelling, vaping) mixed design to investigate the influence of e-cigarette color on flavor perception in 63 e-cigarette users. Brown and white devices served as reference colors. Participants rated hedonic and analytical flavor attributes on 101-unit visual analog scales. In the seeing condition, the flavor of red and green e-cigarettes was expected to be liked (ΔMax = 22) and wanted (ΔMax = 20) more than the flavor of a reference device [ΔMax indicates the largest observed difference], and expected to be more familiar (ΔMax = 23), sweet (ΔMax = 28), sour (ΔMax = 40), and fruity. These expectations were confirmed during use (smelling and vaping; where color effects were independent of e-cigarette flavor or route) compared to reference, red and green devices were rated higher in liking (ΔMax = 5), wanting (ΔMax = 6), familiarity (ΔMax = 6), sourness (ΔMax = 9), and fruitiness (ΔMax = 18). Only the red device was rated as sweeter (Δ = 7). Red and green e-cigarettes differed only in expected sourness (seeing condition, Δ = 20). We conclude that device color influences expected and experienced e-cigarette flavor perception and appeal. These findings support regulating color as part of broader flavor restriction policies.