馬克杯顏色與造形影響飲品口味感知之探討

Studying the Influence of Mug Color and Shape on Taste Perception

蕭坤安(Kun-An Hsiao)；陳語晨(Yu-Chen Chen)

口味感知 ； 顏色 ； 造形 ； 喜好程度 ； 聯合分析 ； Taste Perception ； Color ； Shape ； Preference ； Conjoint Analysis

設計學報

27卷1期（2022 / 03 / 01）

1 - 22

繁體中文

食物或飲品容器的外觀在著重餐飲品質的現代，視覺上的特徵對口味感知的影響越顯重要。本研究以生活上常見的馬克杯為對象，由5種顏色（紅、黃、藍、白、黑）及3種造形（圓柱體、斜錐體、圓弧體）所組合成的15個馬克杯，針對紅茶及黑咖啡兩種飲品，對於在預期與實際喝起來在「苦」、「酸」、「甜」、「比較好喝」的口感程度以及「喜好程度」進行評價。研究結果顯示：白色、藍色、斜錐體的馬克杯在口感上較苦；黃色、紅色、圓弧體口感上較甜；黑色、圓柱體感覺會比較好喝。整體預期口感程度的評價會高於實際口感程度。綜觀在聯合分析下的結果，整體顏色影響口感的重要性平均為70%，造形平均為30%，顏色對於口感認知的影響遠高於造形。喜好程度上，黑色搭配3種造形下的喜好程度最高；造形上，人們對圓柱體、斜錐體的杯體會比圓弧體的杯體較為喜好。相關分析顯示：比較好喝的口感會與較高喜好的程度有所關聯，口感比較甜也會跟感覺比較好喝有相關，而口感會比較苦則會跟感覺比較酸有相關。本研究結果可作為在餐具顏色與造形相關研究與設計上之參考依據。

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.

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