Does the colour of the mug influence the taste of the coffee?
Open accessAbstract
We investigated whether consumers’ perception of a café latte beverage would be influenced by the colour (transparent, white or blue) of the mug from which it was drunk. In experiment 1, the white mug enhanced the rated “intensity” of the coffee flavour relative to the transparent mug. However, given slight physical differences in the mugs used, a second experiment was conducted using identical glass mugs with coloured sleeves. Once again, the colour of the mug was shown to influence participants’ rating of the coffee. In particular, the coffee was rated as less sweet in the white mug as compared to the transparent and blue mugs. Both experiments demonstrate that the colour of the mug affects people’s ratings of a hot beverage. Given that ratings associated with the transparent glass mug were not significantly different from those associated with the blue mug in either experiment, an explanation in terms of simultaneous contrast can be ruled out. However, it is possible that colour contrast between the mug and the coffee may have affected the perceived intensity/sweetness of the coffee. That is, the white mug may have influenced the perceived brownness of the coffee and this, in turn, may have influenced the perceived intensity (and sweetness) of the coffee. 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. These results add to a large and growing body of research highlighting the influence of product-extrinsic colour on the multisensory perception of food and drink.
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The same café latte tastes less sweet in a transparent glass cup with a white sleeve compared to cups having a blue sleeve or no sleeve at all.
“Elsewhere, it has been demonstrated that the same caf é latte tasted less sweet in a transparent glass cup with a white sleeve as compared to cups having a blue sleeve or no sleeve at all [60].”
From The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review (2019) · cites this paper as [60]
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- Authors
- Van Doorn, G. H., Wuillemin, D., & Spence, C.
- Affiliations
- Federation University (AU)
- University of Oxford (GB)
- ORCID
- Spence, Charles
- Venue
- Flavour
- Published
- 2014-11-25
- Volume
- 3
- Issue
- 1
- ISSN
- 2044-7248 (ISSN-L)
- OpenAlex
- W1519380618
- Cited by
- 84
- References
- 26
- Citations by year
- 2026: 2 · 2025: 9 · 2024: 8 · 2023: 11 · 2022: 10 · 2021: 6 · 2020: 10 · 2019: 11 · 2018: 4 · 2017: 2 · 2016: 5 · 2015: 5 · 2014: 1
- FWCI
- 5.74
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- cc-by
- Locations
- Flavour (publishedVersion, cc-by)
- FedUni ResearchOnline (Federation University Australia) (submittedVersion, cc-by)
- Oxford University Research Archive (ORA) (University of Oxford) (submittedVersion, cc-by)
- Funders
- Arts and Humanities Research Council
- Topics
- Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
- Social Sciences › Psychology › Experimental and Cognitive Psychology › Multisensory perception and integration
- Social Sciences › Psychology › Social Psychology › Color perception and design
- Keywords
- color contrast, simultaneous contrast, perceived sweetness, perceived intensity, multisensory perception
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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