How food tastes isn't just about how the food tastes

Other senses besides taste matter in determining what your food tastes like and whether you like it. And we're not just talking about scent here. At Science Sushi, Christie Wilcox explains how things like noise levels, plate colors, and the weight of silverware affect what we think we like to eat.


  1. Ha!  I bought two boxes of cutlery from a dept. store precisely because of the heavily weighted handles and simple elegant design.  The finish has held up well too, even after many washings in the dishwasher.

    I also went to complain at Whole Foods when they started stocking their counter with cheap white plastic utensils, replacing the heavier better made black utensils they’d provided for years.  They were so well made, I couldn’t imagine anyone using them once and throwing them away (I licked mine clean and tossed it in my grocery bag), but people did and so the change to an inferior, ‘enviro friendly’ brand… that hasn’t the structural integrity to stab a marshmallow.  I carry a spork in my tote these day.

  2. Much like the tobacco industry knew all about addictive issues due to their extensive testing long before the public knew, this is something that the food industry has known about for decades.

  3. You can see this in action on Penn and Teller “bullshit” about Organic food.
    In their taste ‘tests’ they plate the organic food on red plates—a low appeal color when contrasted with food. And the non organic foods on blue plates.

    Now, I’m on the fence for ‘organic vs non-organic’ in taste for veggies (except farmers market home grown stuff)—but at most it should have been a 50/50 random outcome…..the color of the plate was a constant factor for the choice.

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