Why read Visualizing Taste?

Book cover of Visualizing Taste: How Business Changed the Look of What You Eat

Book description

Ai Hisano exposes how corporations, the American government, and consumers shaped the colors of what we eat and even the colors of what we consider "natural," "fresh," and "wholesome."

The yellow of margarine, the red of meat, the bright orange of "natural" oranges-we live in the modern world of the…

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Why read it?

1 author picked Visualizing Taste as one of their favorite books. Why do they recommend it?

Xaq Frohlich

Author

I think one of the most important yet hardest things to study with food in history is its sensory appeal.

Taste and smell are so important to how we experience food, but don’t leave a record. Visualizing Taste is a smart, fun look at the role of the senses in food marketing, and how businesses remade markets around visual selling.

To illustrate what an incredible revolution this was, just think about the following: when you walk into a supermarket, what do you smell? Chances are, if it’s a decent one, the answer is nothing. Which is kind of crazy since…

From Xaq's list on explain the origins of our industrial food system.