We know Froot Loops are all one flavor, even though they're different colors. But that's not true for Skittles, right? I mean, when I bite into a purple one, I taste grape. The green ones are lime. The yellow ones are lemon. According to a neuropsychologist named Don Katz, even though it seems unbelievable, all Skittles are the same flavor . . . a generic "fruit" taste. So why do we THINK they taste different? It's because our brains associate their colors with certain tastes . . .