The Psychology of Taste: Creating Products Consumers Truly Love

Everyone has an opinion about taste.

“It needs to be sweeter, richer, more flavouful.”

“Too salty, not enough umami, too fizzy, not fizzy enough.”

“It needs more punch… or maybe less.”

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But taste is personal—deeply personal. Each consumer seeks something slightly different, and in the quest to please everyone, brands often end up creating products that simply play it safe. The result? A bland, inoffensive product that does “quite well” but never truly excites or disrupts the market.

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There’s a better way.

The most successful products don’t just taste good—they mean something to the consumer. Red Bull tastes like energy. 7Up tastes refreshing. Snickers tastes substantial and satisfying.

It’s not just clever branding; it’s the emotional experience embedded within the taste itself.

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Beyond Likes and Dislikes: Understanding Emotional Taste Experiences

You can measure consumers’ likes and dislikes all day long, but that only scratches the surface. The real magic happens when you understand how taste affects consumers emotionally.

? What emotional journey do consumers go through while consuming your product?

? What emotional needs does your product fulfill?

? How do the sensory features of the consumption experience trigger these emotional responses?

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It’s not enough to ask consumers how they feel after they eat or drink. You need to understand their complete emotional journey—before, during, and after consumption.

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The Power of Emotional Taste Design

The most iconic products in the world resonate with consumers because they deliver a powerful emotional experience through taste. It’s why Nescafé remains a comforting daily ritual for millions, and why Lay’s Potato Chips are consistently irresistible, from Walkers Sensations in the UK to every flavour variation around the world.

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It’s also why home-cooked fish and chips in the UK evoke a completely different emotional response than the beloved takeaway version, and why the most popular indigestion tablets in the US taste just “good enough”—because a better taste would undermine their emotional effectiveness.

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How We Do It: The Marketing Clinic

The Marketing Clinic are global leaders in the psychology of taste. We help brands create products that consumers don’t just like—they love.

We’ve helped global powerhouses like Nescafé and Lay’s stay at the top by understanding the emotional dynamics behind taste and using this knowledge to design unforgettable product experiences.

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Stop Tinkering, Start Transforming

It’s time to stop making superficial tweaks to flavor profiles in a quest for “universal appeal.”

Instead, focus on creating a product experience that means something powerful to your consumers.

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Want to make your consumers fall in love with your product?

We’ll help you design an emotional journey that makes them crave not just the taste, but the experience your brand delivers.

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The future of taste is emotional.

And we’re here to make sure your product leads the way.

Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands

Pre order my new book, The Shape of Taste here;0??

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