It looks like Latte Art has other uses besides making your Instagram feed look good. A study published in August's Journal of Sensory Studies shows that customers are willing to pay more for coffee that has a carefully crafted design etched onto its top.
The researchers began with a simple experiment: presenting side by side pictures of two cups of coffee - one with latte art, one without - in an online survey. Results from this test showed that respondents perceived the latte art laden cup as more expensive, more intense, and better prepared than the alternative.
A later test focused on the preferred shapes customers look for in their latte art. Two cups with different designs, an angular 'star' shape and a rounded 'amoeba' one, were given to participants. According to the results, the amoeba design scored higher than the star, with respondents saying they believed the former was more expensive and higher in quality.
In terms of taste, participants agreed that latte art had no bearing on the flavor of the drink, but still said they would pay more for a cup of coffee with it.
After looking at all the results, the study estimates that people are willing to pay 11-13 percent more for a cup of coffee with latte art. It concludes:
"Taken together, the results of the series of surveys and experiments reported here demonstrate that the presence/absence of latté art influences people's willingness-to-pay for a warm, milk-based coffee beverage. If coffee producers want to manipulate people's expectations of their products, adding a star-like shape to a cappuccino will likely increase expected bitterness, likability and quality; although rounded and angular shapes influence the perception of cost and quality. The effect reported here suggests that café owners and baristas should carefully consider whether latté art should be added to the product they are serving, and what type of visual design they intend to use (rounded designs may be preferable)."
To see the whole report and results check out the Journal of Sensory Studies.
