“Even the colors are strategized. Take that sausage and gochujang pasta-- when I asked Lebus why he thought it did so well, he just said: 'Orange.' As is traditional in the culture of tech start-ups, he's been listening to pop psychology podcasts. 'Orange is the color that makes people hungry,' he explained. 'It's why the McDonald's logo is yellow and red.' He added that blue doesn't occur naturally in food-- even blueberries are a kind of dusky, purple bruise-- which is why it's often used in diet company branding. If you scroll through Mob recipes, the palette is mostly the same shades of sunset, yolk, terracotta, mahogany, vermilion and tar that you'd find in a New York-style cheese slice.” ColorOrangeBright ColorsAppetizing Book:All Consuming: Why We Eat the Way We Eat Now Source: All Consuming: Why We Eat the Way We Eat Now