Saw a study about how color can change how people taste food

I was reading a design blog about a cafe rebrand. They said a study found people thought coffee tasted 20% stronger when served in a dark brown cup versus a white one. That blew my mind. It's not just about the logo or the wall paint. The color of the actual product package or container changes the whole experience. I did a quick test with some friends using different colored mugs for the same tea. Most of them said the drink in the red mug tasted sweeter. Makes you think about every choice, right down to the plate. Has anyone else run into a color trick like this in a project?

2 comments

2 Comments

hart.zara14d agoMost Upvoted

Totally believe it. Saw a study where people ate less popcorn out of a blue bowl because the color felt unnatural. It's wild how our brains are wired. I always use white plates for desserts now, makes the colors pop and somehow feels fancier. Makes you rethink every design choice from the ground up.

schmidt.kim14d ago

That popcorn study is actually about stale popcorn, not the color blue. Researchers at Cornell found people ate less when it was stale, and the blue bowl just made them notice the staleness more. It's a cool detail, @hart.zara, because it shows color can change how we judge food quality. White plates are still a solid move for making food look its best. Makes you wonder what other small cues we're picking up on without realizing.