Charles Spence is an experimental psychologist who has done some truly revolutionary work researching the connection between sight and sound. Some of what he found regarding taste will definitely surprise you.
Coloring a drink dark red can increase its perceived “sweetness” by up to 12%. Spence also found that food generally tastes worse on flights because of the loud background noise and how it affects our perception. Low frequency music could make toffee taste bitter, while the higher frequency sounds made the same treats taste sweeter. This goes to show how important it is for restaurants to pick specific types of music. If you’re skeptical about just how big a role music can play in your dining experience, this video will actually have you take part in an experiment that will turn you into a true believer. All it takes is some headphones and a cup of coffee.