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The effect of colour conditioning on taste, quality and liking perception of fruit flavoured drinks was investigated in this study using a Between-Subjects Experimental Design. This study utilized twenty four (24) psychology students of Covenant University as participants. The colour of the fruit drink served as the independent variable while dependent variables such as taste, quality and liking perception were measured.
Six research hypotheses were stated and tested. The results indicated that there was no significant difference in the association of colour with taste based on gender (t =. 29, p>0.05). Colour was observed to have a significant effect on taste and quality perception (t=2.10, p