Practical Application Emotion characteristics of foods constitute an important aspect of product and consumer understanding in addition to sensory attributes for enhanced prediction of product success in the market. Sweetness defines acceptance of foods with cultural significance more so than the other basic tastes, and may be a principal source of food-evoked emotion. This study examines the otherwise subtle effects of the packet color of nonnutritive sweeteners on emotional responses, sweetness perception, and overall liking of products. Findings support theories that posit additive effects of color and labeling cues on flavor perception, and provide further evidence of their impact on consumer emotions. [ABSTRACT FROM AUTHOR]