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Color Psychology
Entry #1000
Why the colour of a mug changes how the drink inside tastes
The eye primes the tongue: a white mug makes coffee taste more bitter and a clear one more mild, because the colour of the vessel sets an expectation flavour must follow.
Adept
The hidden part
#1000
The mug’s colour primes the tongue. A white vessel makes the same coffee taste stronger, because flavour starts in the eye, not the cup.