Effects of varying the standard deviation of the luminance on the appearance of food, flavour expectations, and taste/flavour perception

Junya Ueda,Charles Spence,Katsunori Okajima

doi:10.1038/s41598-020-73189-8

Junya Ueda, Charles Spence + Show 1 more

Open Access

https://doi.org/10.1038/s41598-020-73189-8

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Abstract

What we taste is affected by what we see, and that includes the colour, opacity, and shape of the food we consume. We report two experiments designed to investigate how the standard deviation (SD) of the luminance distribution of food images influences the perceived visual texture and the taste/flavour experience by using the latest Augmented Reality (AR) technology. We developed a novel AR system capable of modifying the luminance distribution of foods in real-time using dynamic image processing for simulating actual eating situations. Importantly, this form of dynamic image manipulation does not change the colour on the food (which has been studied extensively previously). Instead, the approach outlined here was used to change the SD of the luminance distribution of the food while keeping the chromaticity, the average luminance, and the skewness constant. We investigated the effects of changing the luminance SD distribution of Baumkuchen (a German baked cake) and tomato ketchup on visual perception, flavour expectations, and the ensuing taste experience. Participants looked at a piece of Baumkuchen (Experiment 1) or a spoonful of tomato ketchup (Experiment 2) having different luminance distributions and evaluated the taste on sampling the food. Manipulating the SD of the luminance distribution affected not only the expected taste/flavour of the food (e.g. expected moistness, wateriness and deliciousness), but also the actual taste properties on sampling the food itself. The novel food modification method and system outlined here can therefore potentially be used to control the taste/flavour of different foods crossmodally by means of modifying their appearance properties (specifically the SD of the luminance distribution while keeping other aspects of image statistics constant), and can do so in real time, without the need for food markers.

Highlights

What we taste is affected by what we see, and that includes the colour, opacity, and shape of the food we consume
We performed the post hoc power analysis by using the G*Power software and the results revealed that the statistical power was 0.56 for the effect size of 0.4
The results of an analysis of variance (ANOVA) revealed that for both kinds of tomato ketchup, the watery appearance and the visual impression of tomato flavour changed as the luminance distributions were expanded (watery F(2,23) = 17.52, p < 0.0001, ηp2 = 0.08; tomato flavour F(2, 23) = 3.62; p = 0.044, ηp2 = 0.03) 2 or 3 times, suggesting that the standard deviation (SD) of the luminance distribution affects the visual perception of tomato ketchup between 0.5 and 3.0 conditions of the K factor

Summary

Introduction

What we taste is affected by what we see, and that includes the colour, opacity, and shape of the food we consume. The appearance of novel food can potentially exert a significant influence over people’s food intake by helping to reduce food neophobia and possibly facilitating food acceptance Those children who have been exposed to pictures of novel foods, or actual foods, typically exhibit a greater willingness to try them[8,15,16]. We see food first, smell it orthonasally, and possibly hear it being prepared (think only of the sizzle of the steak on the hotplate, or the sound of the coffee machine making that delicious cup of coffee)[19] These various sensory cues can help to set our flavour expectations

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