have shown that the manner in which food and drink is served contributes hugely
to the perception of taste.
Betina Piqueras-Fiszman and Charles Spence from the Polytechnic
University of Valencia, Spain and the University of Oxford, UK,, respectively,
chose 57 volunteers and invited them to taste hot chocolate which was served in
plastic cups of varied hues -- red, orange, white and cream -- with white color
on the inside.
The drink served was the same in all the cups, but the
volunteers reported a better flavor when it was served in orange or cream
colored cups, prompting the researchers to suggest that the color of the
container in which food or beverage is served can contribute to enhance the
perception of taste and aroma.
Earlier research revealed that yellow color containers
boosted the perception of lemony flavor present in soft drinks. It was also
found that beverages that were cool- colored such as blue were able to quench
thirst better than red -colored drinks while pink drinks were perceived to be
The findings of the present
study hope to benefit chefs and food manufacturers. The results of the present
study has been published in, the Journal of Sensory Studies.