why we eat with our eyes.

We intuitively know that things that look good sell well and are more desirable, but the saying "we eat with our eyes first" is an actual scientific fact backed by some pretty interesting research.
This week’s blog article is all about the fascinating world of visual perception and taste!

The Science Behind Visual Appetite

As a recipe designer, food stylist, and food photographer, it’s my job to make your mouth water by making food look irresistible. Ultimately, the companies I work with are selling a product, so I need to convey taste through visuals.

What exactly happens in our brains when we see an appetising image?

Research published in the Journal of Neuroscience revealed something very interesting: our brain's taste cortex lights up like a Christmas tree before we even take our first bite! Just looking at food images triggers a complex neural response that prepares us for the meal ahead. This prehistoric mechanism helped our ancestors determine what was safe to eat, and today it continues to influence our food choices in profound ways.

The Power of Visual Memory

A 2018 study in 'Food Quality and Preference' uncovered that our past visual experiences with food shape up to 40% of our taste expectations. Nearly half of what we expect to taste comes from what we see and remember, not what's actually on our tongue! This is where styling can make a huge difference- a pavlova (I’ve made a few lately!) presented as a Christmas dessert with baubles in the background, will have a very different perception compared to one styled for a August dinner party.

Colour Psychology and Taste Perception

The relationship between colour and taste is particularly fascinating. Oxford University researchers made a very cool discovery: participants rated hot chocolate as 87% more flavourful when served in an orange cup compared to a white one. The colour didn't just influence their visual experience - it fundamentally altered their perception of taste.

Beyond Colour: The Complete Visual Experience

While colour plays a crucial role, other visual elements are equally important in our perception of food. The International Journal of Gastronomy and Food Science has documented how factors like gloss, texture uniformity, and shape can influence taste perception by up to 30%. This explains why professional food styling is so important - even the way a dish is plated can convince diners to pay up to 20% more in restaurants.

The Business Impact

These findings have profound implications for food businesses. When we understand that people quite literally taste with their eyes first, investing in professional food photography and styling becomes not just an aesthetic choice, but a business imperative. Beautiful food imagery fundamentally influences your customers’ perception of your product's taste and value and creates a complete sensory experience that begins long before the first bite. For food brands, this means that investing in high-quality visual content is essential for success in today's competitive market.

Side note: The Food Design Studio calendar is 70% booked for 2025 so if you've been thinking about premium food content for your brand, there's no better time to reach out!