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Among all five senses,

vision is the fastest, its speed is ten
SIGHT times faster than smelling.
︴

Researches has shown that even if your senses of smell and taste are fine, vision will
still unconsciously take control of your body. For example, try to add colors into an orange
juice, although we know we are drinking orange juice but because of the color we will doubt
the reality. In a similar way, eating in the dark will make you wonder even though you can
use your hands to touch the food. Even a well-trained sommelier will mistake white wine
for red if you add some red color into the white wine. Main reasons why our senses can be
easily influenced and controlled by visions are that vision reaction is much faster then the
rest of the senses, moreover, humans rely much more on their vision, people cannot deter-
mine clearly if the smell comes from the red or white flower, but they can clearly see the
colors of the flowers unmistakably. Fast and accurate are the two biggest advantages that are
making vision the leader of all five senses.

The Visual Influences in a Café

Since vision can lead all five senses, so it has a very big influence on taste. Thus the
visual experience of the café also has a big impact. What we see will affect what we are go-
ing to eat, so the visual experience will influence our taste buds.
1 The Presentation of the Space

First visual influence is the one from the coffee shop’s in-
terior. Bright colors will bring people a neat and clean impression,
while warm colors will bring a state of leisure to customers. We
don’t recommend people to use too saturated colors or insufficient
lighting for their cafes. If colors are too saturated people may get over
excited; also dark colors can make people depressed. Those are not the
feelings you want your customers to experience while enjoying their cof-
fee. In recent years, Starbucks has been changing its design in China,
starting with western folk style to a modern space for business and office
meetings. The idea of changing visual appearance comes from marketing
goals of the coffee brand.
Right now, some unique indoor designs are:

① Minimalism

According to the rule of “Less is more”, you make it simple by getting
rid of the unnecessary elements. You use bright and medium colors such
as combination of black, white and grey and some other natural colors.
Recently normcore is the new trend of minimalistic design: extremely
simple indoor elements, white and light grey colors for the majority of a
space, utilizing some hard materials that have reflective surfaces. It is a
way to express modern trend for simplicity and high efficiency. Normcore
café can be used as one more place to work in and have a business meeting
instead of office. It won’t let people feel too discreet or too intimate.

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