To Phillips, the green ball suggested a sour taste, while he expected the red to taste sweet. It turned out three-quarters of people associate the same colors with the same flavour or taste, and line the spoons up the same way.

Yes, we know that the smell of food can influence how we perceive its flavour, but as it turns out, in even greater ways than you can imagine.

Cue colour, sound and a jellyfish!

Kitchen Theory, a combined London restaurant and food lab, attempts to quantify the impact of these various sensory cues on our palate. In what seems like a fun experience or social experiment will yield important findings on subjects such as how to decrease sugar consumption, or why food on airlines tastes so poor.

Read more here and here