“Does the colour of the mug influence the taste of the coffee?” In a research conducted by psychologist George H. Van Doorn at Monash University in Melbourne and published in the journal Flavour*, Doorn investigated the influence of product-extrinsic colour on the multi-sensory perception of food and drink. He conducted 2 types of experiments using café latte beverage which were served in:- 1) white mug vs. transparent mug 2) identical glass mugs with coloured sleeves After each drink, the consumers were asked to grade the intensity of the coffee that they consumed from different mugs. At the end of the experiment, Doorn wrote: The white mug enhanced the perceived intensity of the coffee flavour relative to the transparent mug. Our hypothesis was that a cross modal association between brown and bitter exists and that bitterness, and possibly other attributes, would be enhanced by the colour contrast. Food for thought today: If you drink from a white mug, the colour of your coffee certainly appears browner. This could unconsciously suggest to you that the coffee tastes more intense, more flavorful. *Photo and source of information: Courtesy of Van Doorn’s research /journal flavor flavourjournal/content/3/1/10
Posted on: Thu, 22 Jan 2015 02:10:49 +0000
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