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What if different lights and sounds could season what
What if different lights and sounds could season what
you eat and drink?
you eat and drink?
Image taken from www.greatwinecapitals.com
Multisensory Wine Tasting
Multisensory Wine Tasting
Background and story
Background and story
This experience was developed to demonstrate the influence of ambient light colour and background soundscapes on wine taste perception. Multiple companies are already using multisensory design as a way to enhance their customers’ food and drink experiences and to differentiate them from those of their competitors. This specific research project was based on a collaboration between Oxford University researchers, the Campo Viejo wine brand, and Pernod Ricard. At the tasting, participants were offered a glass of Campo Viejo Reserva 2008 (Rioja) in different rooms that varied in light colour and accompanying soundscapes.
Multisensory wine tasting experiences.
Impression: Specific taste notes in a wine, namely, sweet and sour.
Events: Multisensory wine tasting session staged in a central London location (The Southbank Centre) that included different events, that is, a number of tasting rooms and corresponding light and music atmospheres.
Receiver: Wine enthusiasts that decided to take part in the Campo Viejo Color Lab experience.
Sensory elements: Red atmospheric light to bring about the sweet notes of the wine, green atmospheric light to emphasise the sour notes of the wine, and white light for a more neutral taste. In addition, two soundscapes were used in this experience. The ‘sweet soundscape’ was legato, low in auditory roughness and sharpness, and highly consonant. The ‘sour soundscape’ was staccato, high in roughness and sharpness, and moderately consonant (the soundscapes can be accessed here.
Concepts: The concept underlying the experience refers to crossmodal correspondences, particularly the associations between colour and taste, and music and taste. People tend to associate the sweet and sour tastes with colours and sounds, such that they can be used in a congruent or incongruent manner in order to influence the experience of a given taste note. Both the lights and soundscapes were presented in dedicated rooms (spatial congruence) and people sampled the wine while exposed to them (temporal congruence).
Enabling technology: Lightbulbs of different hues and a high-definition sound system.
Further information: The multisensory psychology of wine tasting.
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