{"id":2580,"date":"2023-07-18T02:29:00","date_gmt":"2023-07-18T02:29:00","guid":{"rendered":"https:\/\/www.campariacademy.com\/en-us\/?p=2580"},"modified":"2023-07-18T14:40:35","modified_gmt":"2023-07-18T14:40:35","slug":"synesthesia-perception-and-drinks","status":"publish","type":"post","link":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/","title":{"rendered":"What Does A Negroni Sound Like?"},"content":{"rendered":"\n

Exploring perception can unlock new guest experiences<\/h3>\n\n\n\n

If you\u2019ve ever heard a song and pictured it in colors (synthesizers that call forth visions of neon lights, for example), then you know what synesthesia is. <\/p>\n\n\n\n

Campari Academy\u2019s Eddie Hansel <\/a>describes the phenomenon as \u201cwhen your senses cross wires and you’re perceiving one thing but experiencing it in a different way, so you\u2019re tasting sound or hearing colors.\u201d While the actual phenomenon is quite rare (an estimated 1 person in 250,000 will be diagnosed with it), there are famous artists, including Picasso and Duke Ellington, who found ways to make their unique perceptive abilities aid their work. And while true synesthesia is rare, nearly all of us experience a lesser version of it, which scientists call crossmodal correspondence.<\/p>\n\n\n\n

Dr. Charles Spence<\/a>, a experimental psychology professor at Oxford University and the founder of the Crossmodal Research Laboratory<\/a>, has dedicated over 15 years of research to uncovering how design influences senses. Recent research includes how temperature and carbonation are perceived based on auditory and aromatic cues. Interested yet? Then you\u2019ll want to mark your calendars for Campari Academy\u2019s 2023 Tales of the Cocktail experience, The Synaestate<\/a>.<\/strong> Guests will enter a multi-sensory experience that explores synesthesia, and will question what we know about the senses and this research can open up new guest experiences. <\/p>\n\n\n\n

What shape is a Daiquiri?<\/h4>\n\n\n\n

Is sweetness angular or round? Are lemons fast or slow? Dr. Spence\u2019s research finds that the general public associates red with round shapes and sweetness. Given the prevalence of pink-red associations with fruits such as strawberries, watermelons and tomatoes, the general consensus is that \u201cred\u201d equals \u201csweet\u201d. <\/p>\n\n\n\n

Hansel has done some of his own impromptu experiments highlighting the perceptions around the concepts of red and roundness. He tinted tequila red, then made it into a sphere; as Dr. Spence\u2019s research predicts, most people correlate sweetness with red and round shapes<\/strong>. \u201cIt\u2019s good for mixologists to understand how people perceive things,\u201d he says. \u201cThat can affect how you ideate the flavors you put out, and what you want people to get out of it.\u201d  <\/p>\n\n\n\n

The idea of tapping into synesthesia in the commercial food and beverage industry isn\u2019t entirely new.  <\/p>\n\n\n\n

Fortunato Depero\u2019s iconic 1930 design for the Campari soda bottle, which is still used today, plays on some of the assumptions about bitterness. Depero was part of the Italian Futurists who touted \u201csyn-tactilissmo<\/strong>\u201d, a blending of touch and taste.  Depero\u2019s petite bottle is unmistakably angular, with a triangular shape and a slim neck. Angularity and symmetry are both associated with bitterness, research now shows. The bottle also has a bumpy glass texture reminiscent of a lemon\u2019s rind. Between the shape and texture, the bottle sets up an expectation of what\u2019s inside.<\/p>\n\n\n\n

The Sommelier Effect<\/strong><\/h4>\n\n\n\n

Expectation can be a powerful tool in crafting flavors and experiences. For example, have you ever experienced specific notes in a beverage you were told contained them? Hansel calls this the \u201csommelier effect\u201d, noting how strong of a force expectation can be in one\u2019s experience of flavor: \u201cIt\u2019s really easy to plant the seed of where people will go.\u201d<\/strong> This realization has led him to be much more intentional with menu descriptions and drop lines.<\/p>\n\n\n\n

Learning about ingrained sense perceptions can open up a new approach to cocktail development. \u201cIt\u2019s about thinking about the guest perception versus your own palate, which is something we should all be thinking about anyways,\u201d Hansel says. \u201cIt\u2019s important to really be focused on how people are receiving the flavors that you\u2019re putting together versus what is actually tasted<\/strong>.\u201d For example, during drinks development, try variations on a theme before settling on a final version. Some people may be more sensitive to bitters, while others may not taste it at all. <\/p>\n\n\n\n

\u201cIt\u2019s about considering everything,\u201d Hansel says. \u201cWhen you ideate a new drink, instead of tasting your peers on the one that you think is the best, try three or four variations where it\u2019s not just about sweet and bitter. Try two or three [with gradations of] sweetness and bitterness to see what the overall favorite is.\u201d Few people actually have synesthesia but thinking about research into synesthesia can be seen as a basis to learn and understand more about perception and expectations, which can become tools in a bartender’s arsenal.<\/p>\n","protected":false},"excerpt":{"rendered":"

While only a tiny handful of people have true Synesthesia, research on Crossmodal Correspondance shows huge flavor-crafting opportunities…<\/p>\n","protected":false},"author":23624,"featured_media":2584,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22,27],"tags":[],"global-tags":[],"theme":[],"class_list":["post-2580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiration","category-trends"],"acf":[],"yoast_head":"\nWhat Does A Negroni Sound Like? - Campari Academy<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Does A Negroni Sound Like? - Campari Academy\" \/>\n<meta property=\"og:description\" content=\"While only a tiny handful of people have true Synesthesia, research on Crossmodal Correspondance shows huge flavor-crafting opportunities...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/\" \/>\n<meta property=\"og:site_name\" content=\"Campari Academy\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-18T02:29:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-18T14:40:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"matt\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"matt\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/\"},\"author\":{\"name\":\"matt\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/person\/08e8f96850ceb4f2b309d703c779065a\"},\"headline\":\"What Does A Negroni Sound Like?\",\"datePublished\":\"2023-07-18T02:29:00+00:00\",\"dateModified\":\"2023-07-18T14:40:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/\"},\"wordCount\":745,\"publisher\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg\",\"articleSection\":[\"Inspiration\",\"Trends\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/\",\"url\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/\",\"name\":\"What Does A Negroni Sound Like? - Campari Academy\",\"isPartOf\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg\",\"datePublished\":\"2023-07-18T02:29:00+00:00\",\"dateModified\":\"2023-07-18T14:40:35+00:00\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage\",\"url\":\"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg\",\"contentUrl\":\"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg\",\"width\":1800,\"height\":1200,\"caption\":\"Music affecting Taste in Drinks\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#website\",\"url\":\"https:\/\/www.campariacademy.com\/en-us\/\",\"name\":\"Campari Academy\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.campariacademy.com\/en-us\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#organization\",\"name\":\"Campari Academy\",\"url\":\"https:\/\/www.campariacademy.com\/en-us\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2022\/07\/campariacademy-logo.jpeg\",\"contentUrl\":\"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2022\/07\/campariacademy-logo.jpeg\",\"width\":500,\"height\":185,\"caption\":\"Campari Academy\"},\"image\":{\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/person\/08e8f96850ceb4f2b309d703c779065a\",\"name\":\"matt\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/f3704c4d818e13121f10e1d3790a296fdae0775d6f9e73a179d835137ebeaf32?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/f3704c4d818e13121f10e1d3790a296fdae0775d6f9e73a179d835137ebeaf32?s=96&d=mm&r=g\",\"caption\":\"matt\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"What Does A Negroni Sound Like? - Campari Academy","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/","og_locale":"en_US","og_type":"article","og_title":"What Does A Negroni Sound Like? - Campari Academy","og_description":"While only a tiny handful of people have true Synesthesia, research on Crossmodal Correspondance shows huge flavor-crafting opportunities...","og_url":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/","og_site_name":"Campari Academy","article_published_time":"2023-07-18T02:29:00+00:00","article_modified_time":"2023-07-18T14:40:35+00:00","og_image":[{"width":1800,"height":1200,"url":"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg","type":"image\/jpeg"}],"author":"matt","twitter_card":"summary_large_image","twitter_misc":{"Written by":"matt","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#article","isPartOf":{"@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/"},"author":{"name":"matt","@id":"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/person\/08e8f96850ceb4f2b309d703c779065a"},"headline":"What Does A Negroni Sound Like?","datePublished":"2023-07-18T02:29:00+00:00","dateModified":"2023-07-18T14:40:35+00:00","mainEntityOfPage":{"@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/"},"wordCount":745,"publisher":{"@id":"https:\/\/www.campariacademy.com\/en-us\/#organization"},"image":{"@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage"},"thumbnailUrl":"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg","articleSection":["Inspiration","Trends"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/","url":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/","name":"What Does A Negroni Sound Like? - Campari Academy","isPartOf":{"@id":"https:\/\/www.campariacademy.com\/en-us\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage"},"image":{"@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage"},"thumbnailUrl":"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg","datePublished":"2023-07-18T02:29:00+00:00","dateModified":"2023-07-18T14:40:35+00:00","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.campariacademy.com\/en-us\/inspiration\/synesthesia-perception-and-drinks\/#primaryimage","url":"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg","contentUrl":"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2023\/07\/synesthesia-cocktails.jpg","width":1800,"height":1200,"caption":"Music affecting Taste in Drinks"},{"@type":"WebSite","@id":"https:\/\/www.campariacademy.com\/en-us\/#website","url":"https:\/\/www.campariacademy.com\/en-us\/","name":"Campari Academy","description":"","publisher":{"@id":"https:\/\/www.campariacademy.com\/en-us\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.campariacademy.com\/en-us\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.campariacademy.com\/en-us\/#organization","name":"Campari Academy","url":"https:\/\/www.campariacademy.com\/en-us\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/logo\/image\/","url":"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2022\/07\/campariacademy-logo.jpeg","contentUrl":"https:\/\/www.campariacademy.com\/en-us\/wp-content\/uploads\/sites\/3\/2022\/07\/campariacademy-logo.jpeg","width":500,"height":185,"caption":"Campari Academy"},"image":{"@id":"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/person\/08e8f96850ceb4f2b309d703c779065a","name":"matt","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.campariacademy.com\/en-us\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/f3704c4d818e13121f10e1d3790a296fdae0775d6f9e73a179d835137ebeaf32?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f3704c4d818e13121f10e1d3790a296fdae0775d6f9e73a179d835137ebeaf32?s=96&d=mm&r=g","caption":"matt"}}]}},"_links":{"self":[{"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/posts\/2580","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/users\/23624"}],"replies":[{"embeddable":true,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/comments?post=2580"}],"version-history":[{"count":5,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/posts\/2580\/revisions"}],"predecessor-version":[{"id":2587,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/posts\/2580\/revisions\/2587"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/media\/2584"}],"wp:attachment":[{"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/media?parent=2580"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/categories?post=2580"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/tags?post=2580"},{"taxonomy":"global-tags","embeddable":true,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/global-tags?post=2580"},{"taxonomy":"theme","embeddable":true,"href":"https:\/\/www.campariacademy.com\/en-us\/wp-json\/wp\/v2\/theme?post=2580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}