What Color is Your Coffee Mug?

Does the color of your coffee mug matter? Yes, according to a recent study conducted in Australia. 18 participants were served the same coffee in similar mugs - the only variable being the color of the mug - one white, one blue and one glass. Each cup of coffee was made using a DeLonghi Magnifica coffee machine set to “strong” taste. Participants were then asked to rate the attributes of their coffee. 

The results? Participants rated the same coffee differently when they drunk from different colored mugs. Of particular significance was the difference between the clear glass and the white mug. 

The white mug was associated with a more intense (bitter) taste with the blue mug coming in the middle. So if you don't like your coffee too bitter, one mind trick would be to serve it in a clear glass. 

Coffee in a clear glass equals less bitter coffee?