Food Plating Effect

What it is

The study starts from earlier research showing that visual features, such as colour and the balance of elements on a plate, shape how people perceive and respond to food. It asks whether arranging the same ingredients in an art-inspired way changes diners' expectations and then their experience of eating.

Participants were served a salad in one of three presentations: a simple tossed plate, a layout resembling a painting by Kandinsky, and a neat arrangement that was not artistic. They completed questionnaires before and after eating.

In effect

Before tasting, the painting-style plate was seen as more artistic and more complex, was liked more than the other two and was valued more highly. After eating, it also received higher tastiness ratings. The authors conclude that attractive presentation can improve the dining experience, particularly the perceived flavour, and that people may judge food with their eyes before they taste it.

The order of the measurements is what makes the study useful to brands. Liking and value were recorded before the first bite, and the tastiness rating followed the meal, so the study speaks to the expectation stage as well as to the eating itself.

What it does not say

The concept does not say that any elaborate plate raises sales or that diners will pay more. The study measured diners' ratings of one salad in three presentations, and the abstract reports ratings of expectation and tastiness. It does not describe purchases, prices or repeat visits.

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