Why you should use all the senses to enhance your products
That’s the view of Professor Barry Smith, director of the Institute of Philosophy and founder of the Centre for the Study of the Senses, in this exclusive video for FoodManufacture.co.uk filmed at Food Matters Live yesterday (November 17).
“People often think it’s all about the taste, we’re getting it from the tongue,” he said. “But no, we’re getting taste, touch and smell. There’s the look of it, there’s the feel of it in your hand even before you put it in your mouth and all of that can have an impact.
“What we need to understand as food manufacturers is exactly how we combine the properties of shape, of texture, of smell and taste to get the best experience.”
Senses can impact enjoyment
Smith warned that changing any of these properties without thinking about the impact if could have on the taste of the product could have negative impacts for food businesses.
Watch this video to find out how Smith said food and drink manufacturers should use the right textures, colours and sounds to match the taste of the product and boost the enjoyment.
He also mentioned that food and drink manufacturers could use sounds and colours as sensory marketing cues for consumers.
Barry Smith will be discussing how neuroscience is changing food design at the Food Manufacture Group’s innovation conference – New Frontiers in Food and Drink – next year.
The conference will take place on March 17 at etc.venues in central London. For more information, including how to book, click here.
