Researchers suggest that the taste of brewed coffee is more intense when served in a white mug.
The idea for the study came to Australian researcher George Van Doorn, who was told by a barista at one of the biggest coffee restaurant chains, that “when coffee is consumed from a white ceramic mug, it tastes more intense than when consumed from a clear or coloured mug.”
Van Doorn and his colleagues put the theory to test by offering 36 volunteers lattes made in three different coloured mugs – white, blue and transparent.
People who drank from the white mug rated the espresso drink as more intense than when served the same beverage in a blue or transparent mug.
“These results support the view that the colour of the mug should be considered by those serving coffee as it can influence the consumer’s multisensory coffee drinking experience,” Van Doorn pointed out.
The researchers concluded that colour contrast between the coffee and the white cup offers one explanation for the results: When coffee was perceived as darker it could influence how people found the taste to be stronger.
Original Source : Flavour Journal | Adapted by and photo by : John Zeus