Does The Color Of The Cup Change The Perceived Taste Of Coffee? Yes, According To One Study

A study published in Flavour Journal found that consumers’ perception of a coffee could be influenced by the color (transparent, white or blue) of the mug from which it was drunk. The study, conducted by George H Van Doorn, Dianne Wuillemin and Charles Spence, found that the participants experienced the same cup of coffee differently depending on the color of the mug from which they were drinking. Scientists predict that color contrast between the mug and the coffee may have affected perceived intensity/sweetness of the coffee. Participants rated the coffee “less sweet” in the white mug as compared to the transparent and blue mugs. Full report.