Color is powerful driver of consumer behavior and changes can backfire, Giusti noted. In 2016, food giant General Mills removed artificial dyes from Trix cereal after requests from consumers, switching to natural sources including turmeric, strawberries and radishes.

This move follows mounting public pressure that resulted in a ban on the dye Red 3, which has been linked to cancer risks in lab animals. Artificial dyes are common in such foods as cereals, candy and sports drinks. At Sensient Technologies, one of the world’s largest dyemakers, scientists are working hard to find natural alternatives.

Businesses are looking for natural alternatives, which experts say is a complex process. The "Gossip Girl" alum stepped out looking her best at the Jazz at Lincoln Center while donning a blue gown with cutouts along the bodice that accentuated her figure.