Class, research and testing is critical! Do you remember Crystal Pepsi! The differentiation was that it they wanted it to seem to be a bit healthier cola without the caffeine and fewer calories. According to an article by Sarah Sloat titled, "Why Crystal Pepsi was clear" the idea was that if you could see through it, then nothing bad could be in it. However, that theory did not hold true. Color isn't everything. The example in the article is that people eat brownies even though they are brown (Sloan, 2016). The Pepsi product was very short lived. Another example that I remember not lasting was green ketchup. Colors need to meet consumer perceptions and expectations.