In 2012, researchers at the Polytechnic University of Valencia and the University of Oxford found that study participants preferred the taste of hot chocolate when it was consumed from orange cups. A 2014 Australian study had similar results, with participants preferring coffee in white mugs. Their findings indicate that the brain associates certain colors with particular tastes. Serving refreshments in a contrasting colored cup makes the brain perceive the color of the beverage or food as more vibrant, and thus, more flavorful.
More about color and taste:
- In 1957, research scientist Louis Cheskin recommended that the green cans for the citrus soda 7 Up should have 15% more yellow. As a result, consumers perceived more of a lemon-lime flavor.
- Strawberry mousse served on a white plate was considered tastier than the same dessert served on a black plate, according to the Polytechnic University of Valencia and the University of Oxford study.
- A 2012 Utah State University study found that low-fat cheddar cheese was perceived as tasting more flavorful when it had artificial yellow coloring added to it.
More Info: Discovery News
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