Most of us probably have our favourite mug for a comforting cuppa at home or at work and without which no brew would taste half as good, and now recently published research might explain why.
Studies conducted by researchers from Oxford University and the Polytechnic University of Valencia published in the Journal of Sensory Studies, have shown how serving food and drink in different coloured bowls or cups can alter the perception of its taste, aroma and appeal depending on the colour of receptacle it’s served in.
Volunteers were asked to sample hot chocolate from plastic cups in four different colours: red, white, orange and cream and found that drinking from the orange and cream cups had the best flavour.
They preferred the flavour of the chocolate when drunk from an orange cup finding it more intense and found that the beverage served in a cream cup appeared to be sweeter, with a better aroma. (My own preferred ‘comfort’ mug is orange)!
As this piece of research indicates, colour influences behaviour – and also our choice of product. Although more often used to package orange (fruit) juice related products, it is quite an apt colour for other food stuffs too, as used in the packaging for the cereals above. The colour orange itself appeals to our sense of physical comfort, sensory enjoyment and feeling satiated, and so can be a useful colour to consider including in the design for many food related products.
(Images courtesy Nestle, Weetabix, http://dylankendall.com)
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