What makes perfect cup of coffee? From mug colour to 'latte art' these results might surprise you

SIMON CARR , TONY WHITFIELD
26 NOV 2015
Mirror UK
Experimental psychologist Professor Charles Spence found having a flower drawn into the milky froth prompted drinkers to think it tasted better
The perfect cup of coffee is one served by a barista in a white porcelain cup with exquisite “latte art” on top.
The sights, smells and taste all combine to bias the brain into thinking it will taste better.
And customers are prepared to pay more because these sensory cues increase our expectations.
A University of Oxford don said there was more to enjoying our daily caffeine fix than aroma and type of coffee bean alone.
Even the choice of cup is important as a white mug enhances the intensity of coffee and makes it tastes less sweet compared to drinking from a glass or blue mug.
Experimental psychologist Professor Charles Spence found having a flower drawn into the milky froth prompted drinkers to think it tasted better as it implied it had been expertly prepared.
On the other hand those given the same coffee with just a white top thought it did not taste as nice.
Prof Spence’s work explores the psychology of different foods and drinks and said: “Our flavour experiences are all in our mind.
“When different smells, taste and even visual senses combine, these all fill expectations.
“When you see art on top of your cup, hear the gurgling, grinding, hissing and dripping of the machine, it a very rich sensation that’s all about expectation.
“Some coffee chains write your name on the cup and that makes it taste better because it says “that’s my coffee”.
It should not matter but it does.
“Yet if you have the greatest coffee in the world but wrong chair or music, all these will make that coffee taste or expectation less.
He added: “Drinking a cup of coffee without one of the sensorial cues, for example without being able to smell the coffee aroma, will reduce the effect on the other senses and impact our experience and pleasure derived from drinking a cup of coffee.
“The experience is about much more than the smell or the taste of the coffee in that moment as research suggests that aroma can trigger emotions and evoke memories.”
The professor has worked with The Institute for Scientific Information on Coffee to explore the sensory experience of coffee and its impact on the brain.
Aroma is sensed both in the nose and at the back of the mouth.
He added: “Sometimes the aroma can be more pleasing but when you drink the coffee it’s not quite as expected and its disappointing.
Coffee boffin: Professor Charles Spence is changing the way we understand our brewCoffee boffin: Professor Charles Spence is changing the way we understand our brew
“That links the differences between two kinds of smell we have.”
More than 850 volatile compounds have been identified as affecting the flavour in coffee but only a small proportion of these, about 40, contribute to its unique aroma.
Further research will explore whether cups shaped like a red wine glass capture more of the aroma, boosting enjoyment.
It is not just coffee the university knows about – it has also researched jokes .