Coffee that tastes a bit off might taste a bit better if you pour it into a mug of a different color, according to a new study.
A barista noticed customers complaining about the bitterness of coffee when drinking out of a white mug. However, when the customers drank the same coffee out of a clear cup they did not complain. This gave the barista an idea for a new study, according to Fox News.
The study was released in the online journal Flavour with some eye-opening findings.
Researchers experimented with clear, white, and blue containers and the same type of coffee. They asked participants to analyze the taste of the coffee, and the results were pretty conclusive: the brain definitely associates color with flavor.
The study found that drinking from a white container tastes “significantly more intense” or less sweet than drinking from a blue or clear container.
Why would coffee seem more bitter in a white cup?
White is associated with bitterness, according to The Health Site. The brown color of coffee is a stark contrast to the white and very noticeable. People may actually add more sugar to their coffee than they need to if they are drinking from a white mug.
However, a clear cup somehow enhances the sweetness of coffee, while a blue cup may enhance both the bitterness and sweetness of the coffee, according to Fox News.
If you are a coffee drinker, you may want to experiment with different colored mugs and see what works for you. It may be especially beneficial if you are trying to cut back on adding sugar to your brew to switch to something other than white.
Perhaps first-time coffee drinkers should try their first taste in a clear container or any other color but white.
The study suggests to sellers to try selling coffee in transparent or blue mugs instead of white mugs as it should “be considered by those serving coffee as it can influence the consumer’s multisensory coffee drinking experience.”
[Image via E.G. McNaughton]