Device color influences e-cigarette flavor expectations, perception, and appeal

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 (Δ_Max = 22) and wanted (Δ_Max = 20) more than the flavor of a reference device [Δ_Max indicates the largest observed difference], and expected to be more familiar (Δ_Max = 23), sweet (Δ_Max = 28), sour (Δ_Max = 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 (Δ_Max = 5), wanting (Δ_Max = 6), familiarity (Δ_Max = 6), sourness (Δ_Max = 9), and fruitiness (Δ_Max = 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.