For example, have you ever heard of such a story? Even if I eat in total darkness, I can't feel the deliciousness. Or, a dish illuminated by red or orange light looks more delicious than a dish illuminated by pale light, even if it is exactly the same. These explain how human taste can be greatly influenced by vision.

Wrapped in warm colors, it looks more delicious
Wrapped in warm colors, it looks more delicious

And recently, the British site Flavor has announced new experimental results that the color of the mug makes the coffee taste different.

Is blue sweet and white bitter?
Is blue sweet and white bitter?

In this experiment, any subject drinks coffee poured into "blue", "white", and "transparent" mugs, and evaluates sweetness, bitterness, and strength of taste. As a result, it was found that coffee in a blue mug is more sweet and coffee in a white mug is more bitter.

You can feel the difference in taste depending on the color ...
You can feel the difference in taste depending on the color ...

Researchers seem to hypothesize this result as "the" color contrast "of mugs and coffee may affect taste." In other words, the white mug seemed to have increased taste intensity and bitterness due to the color contrast with brown coffee.

It's up to us to believe it or not, but on a bad morning you might dare to drink coffee in a white mug. Maybe it feels a little stronger than usual and makes your head feel refreshed (you can get an illusion).

* All images and graphs are from Flavor