Environment has ‘profound’ effect on taste

7th May, 2014 by Lucy Shaw

The environment in which you experience a wine has a “profound” effect on how you will perceive it to taste, according to an Oxford University professor.

Participants take part in the Campo Viejo Colour Lab

Speaking to the drinks business during an experiment into the effect of colour and sound on flavour perception, Charles Spence, professor of experimental psychology at Oxford University, said: “Lighting and music can act as digital seasoning for food and wine.

“Colours effect mood. Italian film director Federico Fellini famously painted his staff canteen red in order to fire up his actors to bring out their passion.

“A red room helps to bring out the fruity notes in the wine. In a green room meanwhile, the fruit profile of the….

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One Response to “Environment has ‘profound’ effect on taste”

  1. Robin Ex says:

    “Colours affect..
    “Music shouldn’t affect..
    “While the experiment only explored the effect..

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