Color of the Plateware Modulates Taste Expectation and Perception of Chocolates

Abstract

An increasing number of studies have shown that several factors other than food and drink itself, such as design of packaging, cutlery and plateware, slightly but significantly affect taste/flavor perception of food and drink. This study aimed to broaden the knowledge by investigating the influence of the color of the plateware both on expectation and perception of chocolate taste/flavor by applying a between-participants design. Participants (48 Japanese university students) were presented with four different chocolates, and rated their expected (pre-tasting) and perceived (post-tasting) taste/flavor of the chocolates. While half of the participants were presented with the chocolates on red platewares, the other half on black platewares. The results showed that, whereas the chocolates were expected as more bitter when presented on the red plateware than the black plateware, they were perceived as sweeter when tasted from the red plateware than the black plateware. The observed discrepancy between pre-tasting expectation and post-tasting perception cannot be simply explained by sensation transference (i.e., expectation assimiliation), which would have predict that both expected and percieved sweetness would be enhanced in the red plateware condition. Possible explanations and practical implications are also discussed.