Page 21 - #59 English

2 Product Presentation

Talking about consumers, their vi-
sual impression comes from the
design of the menu and the way
products are presented. Colors of the menu,
fronts, layouts and pictures will affect how people
make their decisions. A simple menu design will
help people make their choices easily.
On the other hand, product presentation will
also affect people’s expectations and appetites.
The same ice latte in a clear glass is much more
attractive than one that is in a ceramic mug, be-
cause you can clearly see milk, coffee and ice
layers. Furthermore, some coffee shops even
change ice cubes shape and glass design in order
to intensify the visual impression. These changes
will level up our expectations and experience.
3 Coffee Presentation

If we touch upon coffee presenta-
tion, the most important part is latte
art. A good looking latte art doesn’t
mean coffee will taste good, but beautiful latte art
will make people crave that cup more. At the same
time, a good looking latte art is also one of the ele-
ments that measures the professional level of a
barista. A smooth glossy foam with good consis-
tency is the key of a good latte art. All in all, the
latte art is not a visual deception, but a complemen-
tary element to achieve a stunning finish.
For those who love to brew coffee themselves,
they can also choose how they like their beans to be
roasted, in order to find the right taste. From light
roasting to heavy dark roasting, coffee beans turn
from light to dark brown. You can get a more accurate
roasting level from Agtron, which is a standard mea-
surement announced by the American Specialty Cof-
fee Association and Agtron company itself in 1996. ︴
The bigger Agtron number is the lighter roasting SIGHT
level it can get. The roaster can decide whether they
want the beans to lighter or darker. Usually for the
lighter beans, we will expect a crisp fruity acid and a
joyful floral scent. On the other side, for the darker
ones, we will get a nutty and a dark chocolate flavor.
MENTION IN PASSING

“Coffee” itself is also a color name. Literal meaning of
the word is still related to visual aspect.

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