04 June, 2010

Professor Charles Spence on sound and taste interactions - and Heston Blumenthal

This is an audioboo I recorded with Charles in Copenhagen where we were both speaking at the European Marketing Academy conference. Fascinating stuff: it seems that sweet tastes resonate with higher frequencies (piano, light melodies, violins) while bitter tastes resonate with lower frequencies (bassoons, basses). Charles is the science behind Heston Blumenthal's signature dish, which invites diners to wear headphones are experience the sounds of the sea while they eat. He's also involved in designing sounds for FMCG brands - aerosol sprays, packaging and so on - and his research shows that these things make a huge difference to the perceived value of the product.


Posted via email from Julian Treasure's posterous

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