DOES COLOUR MATTER IN COFFEE ?

DOES COLOUR MATTER IN COFFEE ?

The Hidden Power of Colour in Your Coffee Cup – crossmodal associations

Did you know that the colour of your coffee cup can dramatically influence how you perceive the flavour of your brew? Research led by Charles Spence at Oxford University reveals fascinating insights into how our senses interact, especially in the coffee experience.

Prof. Charles Spence, expert in Neuroscience at Oxford University wrote many scientific publications about multimodal sensory perceptions of food and beverages. I met him a few times and discussed about how coffee industry could use this multimodal perception in their business. Here is the summary of some key findings about cup colours:

Key Findings:

-White Cups: Make coffee taste more bitter and intense. The contrast between the dark coffee and the white cup enhances perceived strength.

– Warm-Coloured Cups (Red/Orange): Increase the perception of sweetness and warmth, creating a comforting experience.

– Cup Interior Colour: Dark interiors amplify bitterness, while light interiors make coffee seem sweeter and milder.

Why It Happens:

– Contrast Effects: The visual contrast between the coffee and cup alters flavour perception.

– Crossmodal Associations: Colours evoke specific taste expectations (e.g., red = sweet, white = strong).

Coffee Industry Applications

– Designing Coffee Cups: Tailoring cup colors to enhance specific flavor profiles. For instance:

White cups for specialty coffees with high bitterness.

Red or orange cups for sweeter coffee blends.

– Cup Interior: Using light interiors for sweeter blends and dark interiors for robust coffees.

Coffee Shop Design

The color of cups and serving dishes can be harmonized with the shop’s ambiance to align with desired taste perceptions.

By understanding these sensory dynamics, we can craft not only better coffee but also more memorable experiences.

Have you noticed how the cup colour changes your coffee experience?

#CoffeeScience #SensoryPerception #CharlesSpence #FlavorInnovation

References:

For full access to these studies:

– van Doorn, G. H., Woods, A., & Spence, C. (2014). Multisensory Perception of Coffee: The Influence of the Colour of the Cup. Flavour.

– Carvalho, F. R., & Spence, C. (2019). Cup Colour Influences Consumers’ Expectations and Experiences with Coffee.

– Motoki, K., Saito, T., & Spence, C. (2021). Tasting Atmospherics.