Because we associate a darker color with a stronger taste, and the dark coffee pops most against the backdrop of a white mug, the coffee tastes more bitter In a clear mug, it’s the exact opposite effect: people actually perceive the coffee to have a sweeter flavor. Why does coffee taste better in a white … Read more
Results. 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. Does mug color affect taste? The color of a coffee mug can alter the … Read more
The reason? Humans tend to associate color with flavor and white is associated with bitterness The brown color of the coffee “contrasts” significantly with a white drinking apparatus. Why does coffee taste better in a white mug? As published in the journal flavour, when comparing three different colored mugs, white, blue and clear, the researchers … Read more