Why do powdered drink mixes like Kool-aid go from pale to brightly colored when the water is added?

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Why do powdered drink mixes like Kool-aid go from pale to brightly colored when the water is added?

In: Chemistry

Most of the powder is sugar, and maybe a pinch of salt. The sugar is white making the powder quite pale. However when you add water the sugar is dissolved turning invisible. But the pigmentation that creates the color does not become invisible. So you only see the deep color of the pigments rather then the light color of the sugar.

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The dye and the sugar is stirred and revolves,

but the dye sticks around while the sugar dissolves!