Coke's Failed White Can, and How Packaging Actually Affects the Taste of Food

The experiments of Charles Spence

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Charles Spence probably isn't a familiar name to anyone outside the field of multisensory integration, but his experiments with food—most notably, Pringles—have made a huge impact not just in his field but in commercial food packaging as well.

The Pringles experiment—fueled by Spence's hypothesis that the perceived taste of the chips might be altered by the sound of their crunch—involved research subjects rating taste and freshness based on the crunch. The sound of each crunch was looped through a microphone into a pair of headphones worn by each subject, but Spence was also manipulating those sounds through an amplifier and an equalizer.

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