Q&A: Coffee, Context and the Brain
Ahead of the launch of our new magazine The Assembly Journal, we spoke with Dr Fabiana Carvalho about her article Coffee, Context, and the Brain - a piece exploring how perception, environment, and design shape what we think coffee tastes like.
Q: You start from the idea that flavour isn’t fixed - that it’s not just what’s in the cup. Can you explain that?
Most people assume flavour is inherent to the coffee itself, but perception is far more complex. Our brains integrate signals from every sense - sight, sound, touch, smell - and even emotion and memory. What we expect to taste often shapes what we actually experience.
Q: How does that expectation form before we even drink the coffee?
Before the first sip, we’re already primed by what we see, hear, and touch - from the aroma and colour of the drink to the sound of grinding beans or the texture of the cup. These cues set up the brain’s prediction of flavour. When the experience aligns with that expectation, the brain rewards us with a sense of satisfaction and trust.
Q: You’ve done research on how vessels affect perception. What have you found?
The vessel makes a measurable difference. For example, certain colours and shapes enhance specific attributes - a green cup might make a coffee taste more vibrant and acidic, while a pink one can amplify perceived sweetness. Shape, texture, and even weight all matter: heavier cups with smooth surfaces tend to reinforce richness and creaminess. The takeaway is that design details subtly guide perception of quality.
Q: This connects to the idea of “sensation transference.” What does that mean?
It’s the principle that sensations from one sense - like colour or weight - transfer to another, such as taste. Our brains make consistent cross-sensory associations: sharp shapes feel sour, round ones feel sweet. This means every visual and tactile detail, from crockery to lighting, contributes to how a coffee tastes emotionally and physically.
Q: How can cafes use this science to elevate experience without overcomplicating things?
It’s about intention and alignment. A heavy ceramic cup, slower music, warm light - those elements collectively signal comfort and craft. A bright space with sharper acoustics might suit speed and vibrancy. These aren’t aesthetic decisions alone; they shape perceived value and how memorable an experience feels.
Q: What should readers take away from your piece?
That quality is always being communicated - intentionally or not. The brain doesn’t know where the coffee ends and the environment begins. For cafes and for home consumers alike, refining the multisensory experience is one of the most effective, and underused, ways to enhance perceived value.
Read the full article, “Coffee, Context, and the Brain,” in the launch issue of The Assembly Journal, out soon.