馬克杯顏色與造形影響飲品口味感知之探討

The visual characteristics of food or drink containers have more important influence on taste perception in the modern era emphasizing the quality of catering. This research is aimed at mugs that are commonly used in daily life. 15 mugs come in 5 colors (red, yellow, blue, white, black) and 3 shapes (cylinder, v-shape, arc-shape). Two beverages, black tea and black coffee, were evaluated in taste of bitter, sour, sweetness, good to drink, and preference under the expected and actual taste. The results of this study showed that the white, blue, v-shape mugs had a bitter taste, yellow, red, arc-shaped mugs had a sweeter taste, and black, cylinder mugs will taste good to drink. The overall evaluation level of expected taste was higher than the actual taste. Taking a broad view of the Conjoint analysis, the overall importance of color on taste was 70% on average, and the shape was 30% on average. Obviously, color had higher impact on taste perception than shape. In terms of preference, black mugs with the three shapes obtained the highest preference. The cylinder and v-shape mugs were more preferred than the arc-shape mugs. Correlation analysis showed that the taste of good to drink was related to higher degree of preference, sweeter taste was also related to the taste of good to drink, and bitter taste was also related to more sour taste. The results of this study may be useful to provide a reference for the research and design of tableware color and shape.