Explores transformations in what Americans conceived as a "natural color" of food between the 1870s and 1970s. It analyzes the role of business in creating the modern world of the senses by focusing on the origins and development of the use of visual appeals, particularly color, as a key driver of demand in the food industry in the United States. By examining the development of color controlling technology, government regulation, and consumer expectations, Ai Hisano demonstrates that scientists, farmers, food processors, dye manufacturers, government officials, and intermediate suppliers co-created a "natural" color for food that was, in fact, a hybrid of nature and technology. Color management thus became a central and permanent part of food manufacturing and marketing strategies.

• Cover
• Title Page
• Copyright
• Contents
• List of Plates and Figures
• 1. Capitalism of the Senses
• 2. Food and Modern Visual Culture
• 3. The Color of Dye
• 4. From Natural Dyes to Cake Mixes
• 5. Making Oranges Orange
• 6. Fake Food
• 7. The Visuality of Freshness
• 8. Reimagining the Natural
• 9. Eye Appeal Is Buy Appeal
• Abbreviations
• Notes
• Acknowledgments
• Index
• Color Plates