How colour alters the way we taste
The role of sight in flavour perception
Our perception of flavour is shaped by all of our senses working together. Specifically, sight and visual cues can alter what we believe we are tasting. There are two universities studies that illustrate this.
The Bordeaux Wine Study
Researchers at the University of Bordeaux presented participants with two identical glasses of white wine. One glass, however, had been dyed red. The aim was simple: test how colour influences flavour perception.
Although both samples were chemically identical, participants described the dyed wine using typical red-wine descriptors. The aromas and flavour notes they reported aligned with what they expected from a red wine, not from a white wine.
This demonstrates a clear example of cross-modal influence: the visual cue (red colour) created an expectation strong enough to override the actual sensory input.
The Coffee Mug study
A study from the Federation University in Australia looked at colour effects in a different way. Researchers served the same coffee in three mug colours: white, blue and transparent.
Participants reported the coffee in the white mug as more intense and bitter. In the blue mug, the same coffee tasted sweeter. In the transparent mug, it was perceived as weaker overall.
Again, the drink never changed. Only the visual context did.
These findings show that flavour perception is not solely determined by what is in the glass. Visual information (colour, brightness, clarity, vessel shape, and context) can shift how we interpret taste and aroma.
For bartenders and chefs, understanding this interaction is essential. The visual design of a drink should align with its flavour profile. A mismatch between appearance and taste can create confusion, while a cohesive presentation can strengthen the intended flavour message.
When sight and taste reinforce each other, the drink becomes more precise and compelling. Visual choices are not decoration, they are part of the flavour itself.