Background
Color is the single most important product-intrinsic sensory cue when it comes to setting people’s expectations regarding the likely taste and flavor of food and drink. To date, a large body of laboratory research has demonstrated that changing the hue or intensity/saturation of the color of food and beverage items can exert a sometimes dramatic impact on the expectations, and hence on the subsequent experiences, of consumers. Have you ever wondered how lighting affects the coffee experience? LIT Roast explores exactly that.
Light Roast vs Dark Roast
Lighter roasts retain more caffeine and flavor as they are heated to a cooler temperature than darker roasts. The taste of the coffee bean and the features of its origin are very pronounced in light roasts. Dark Roast coffee beans are dark brown in color and contain little caffeine. The origin or type of coffee bean used is indistinguishable in darkly roasted coffee as the taste is fully created by the roasting process. Dark roasted coffees are characterized by their smoky undertones and their lack of natural sweetness. The aroma of coffee is caused by various proteins, fats, and enzymes. These are mixed together in perfect proportion. These proteins, fats, and enzymes also create the flavor and texture of the coffee when brewed. Where does lighting come in?
How Lighting affects the coffee experience
It’s related to the effect heat has on coffee beans during storage. Coffee beans are full of a volatile oil named “caffeol”. Caffeol develops and rises to the surface of the beans while they are being roasted. Lighting has its most significant effect after roasting when the coffee beans are being stored. A dark, cool place that is airtight is the ideal storage location for well-roasted coffee beans.The intensity and color of lighting in a café can have critical implications on how much time consumers spend there.
Those who like dark roasts will enjoy it more in a brightly lit ambience. However, those consumers who enjoy a weaker coffee will savor their sips under dimmer illumination. We conceptualized LIT Roast, an experimental interactive installation for Brazuca Coffee located in the iconic Markthal in Rotterdam in May 2019. A coffee mural glistened in the natural sunlight and the mouthwatering aroma reeled passersby to purchase their caffeine fix.
The Coffee and Lighting experiments are customizable to your cafe. We discuss lighting, product offering and duration of the experience based on client’s preferences. Let’s grab a coffee and chat about a LIT roast art installation for you. Contact us.