Coffee shops around the world may soon be rethinking the color of their cups. A recent study conducted by George Van Doorn of Federation University in Australia reveals that we may be using more than just our tastebuds in determining the intensity of our morning joe. Based on the idea that the brownness of coffee incites varying degrees of bitterness, Van Doorn decided to test which mug color would alter the drinker’s perception most: white, transparent or blue (brown’s complementary color). A white mug ultimately provided the most “intense” cup.
Coffee Mug Matters