According to a study published in the International Journal of Biotechnology, colour matters when it comes to medicine. Researchers at India’s SIES College of Management Studies found a direct correlation between pill colour and patient expectations. A series of interviews determined that patients formulate predictions for both the taste and effectiveness of medicine based on colour alone. As one researcher puts it, “Patients undergo a sensory experience every time they self-administer a drug, whether it’s swallowing a tablet or capsule, chewing a tablet, swallowing a liquid, or applying a cream or ointment.”
It was reported that 14% of participants believed that pink-coloured tablets are more likely to be sweeter in taste as compared to red ones. Many of them also believed that yellow pills would be salty, and that white or blue ones would be bitter to swallow.