Coffee Color Changes in Virtual Reality Affect Real-Life Perceptions, Research Shows
Despite no color change in the physical world, tasters said they perceived 20% more “creaminess” in the coffee that was shown through VR to be lighter brown. However, there was no significant effect of the coffee color and the perception of overal likeability or sweetness.
“Since people have learned to associate a light brown color with milky coffee, we hypothesized that a black coffee which appears to be light brown would be rated as tasting sweeter and creamier than one that appears dark brown,” the researchers wrote. “If the hypothesis holds, then we could develop future applications where people can add “virtual creamer” to their coffee to cut down on calories while still maintaining the perception of creaminess. Moreover, this study is uniquely suited for VR because, in the real-world, it would be difficult to make black coffee appear light brown without altering its taste.”
See the full story here: https://dailycoffeenews.com/2020/12/09/coffee-color-changes-in-virtual-reality-affect-real-life-perceptions-research-shows/