According to an October article in Forbes the color of a pill may help patients think the pill works. They cited food coloring and made a comparison with salmon color and the type normally purchased. Reminds me of annatto food coloring in cheese. Incidentally that comes from this fruit. Though, it's supposed to be orange or yellow. So much for Wikipedia... though they would say don't look at the red seeds, it really is orange.
     Anyone want to think about the color is the blue and black dress that to some looked white and gold? 
wired.com/2015/02/science-one-agrees-color-dress
http://www.cnn.com/2015/02/26/us/blue-black-white-gold-dress/index.html

http://www.forbes.com/sites/sap/2014/10/22/the-shocking-truth-about-the-influence-of-colors/?sr_source=lift_outbrain