Does It Matter What a Coffee Cup Looks like?

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.