The Eyes Eat First: How Different Visual Stimuli Influence Customer Perceptions of Food Quality

Presentation matters. How we perceive objects, events, and people has a direct impact on our thoughts, feelings, and motivations toward them. Neuromarketing, also known as consumer neuroscience, examines how the human brain processes stimuli and uses that information to make a decision. With the right stimuli, consumers can, ideally, be encouraged to make decisions about products and services. When it comes to food, people eat with their eyes first. The expectation theory suggests that without even tasting a dish, we are able to anticipate how it would taste based on how it looks. That anticipation plays a key role in how well the dining experience will turn out. Since food is a multi-billion dollar industry across the globe, it’s worth looking into the impact of plating and portion sizing on consumer behavior. The accomplishments of successful food establishments are not only a result of delicious food and impeccable service. Experts agree that a good, holistic dining experience is key to attracting and clientele.

Why Food Is a Visual Experience

When you walk into any kind of food establishment, you already expect a certain kind of experience. For example, eating at a fine dining restaurant warrants the expectation of being served culinary masterpieces that showcase the perfect blend of artistry and gastronomic genius. Each ingredient has been carefully selected and prepared to create an unforgettable dining experience. A large part of this is the dish’s presentation. On the other hand, visiting a fast food establishment typically means getting quick and easy meals for cheap. 

Research has found that an intricately plated dish is more likely to command a higher price than your usual fast food order. You’re also more likely to view it as a high-quality meal. Naturally, factors like ingredient price and quality, branding, expertise, and the like contribute to this. However, how they all come together to create the final product (i.e., the plating and presentation) is what matters most.

Using information from research studies can help food establishments determine how to best plate their dishes to give their customers the best dining experience. After all, happy and satisfied customers are more likely to dine at the establishment again and tell their peers about it. 

Influencing Perception Through Plating

The effects of plating and portioning on the perception of a meal have already been explored in the past. They are a key factor in how chefs craft their menus. Dining experiences that are able to stimulate all five senses are more likely to be regarded as high-quality experiences. 

Research shows that people appreciate dishes served on a large plate, especially when the food is vertically arranged. This plating made the food seem like the “ideal portion size,” which made customers feel more relaxed and satisfied with their meals. Conversely, dishes where the food is spread or spaced out led to less satisfied diners.

Visual appeal isn’t the only benefit of a well-plated meal. It also emphasizes the quality of a meal and encourages people to pay more. In addition, it leads to a stronger brand image that showcases an establishment’s attention to detail and expertise in crafting exquisite dining experiences.

Those Putting It on a Plate

In a paper published in 2014, Professor Charles Spence, an Oxford psychologist, tested this principle by studying the behavior of 60 individuals. In the study, participants were given three salads and were asked to give each one a rating before and after eating. Most of the participants favored the salad that had the most art-inspired presentation.

Similarly, Michelin-starred restaurants are often lauded for their elegant and intelligently structured food presentation. Restaurant Gordon Ramsay and Alain Ducasse at The Dorchester, both located in London, earned three Michelin stars for serving excellent, well-plated dishes that have attracted a loyal customer base from all over the world.

Presenting the Best Experiences

Neuromarketing studies have shown how to properly plate and package different dishes for the best dining experience. However, different scenarios lead to different outcomes. In a study, two settings were analyzed: online and real-life food presentation. Real-life context had a stronger impact on how people perceived their meals compared to online visual stimulation. This is because other stimuli (auditory, olfactory, etc.) also played a role in creating a good dining experience. The findings highlighted how a holistic customer experience is crucial to creating lasting customer relationships.

Here are some tips on how marketers can use presentations to craft quality experiences:

1. Treat presentation as synonymous with quality. Your food might be good, but not all customers get to actually taste it. They need to see it first to be encouraged to try it, and plating and portioning it well may just be the push they need.
2. Know what your customers are looking for. As a general rule, all marketers need to know who they’re reaching out to. Fast food audiences are different from fine dining audiences. As such, they need to be treated according to their specific wants and needs. 

Placing Presentation at the Forefront

The way food looks can make or break a dining experience. Thoughtful plating and portion sizing boost how much people are willing to pay and the emotions they feel while eating. Dining in real life, with all its sights, sounds, and smells, creates a deeper, more satisfying experience than just seeing food online. Marketers can use these neuromarketing principles to create engaging customer experiences.

For restaurants and food brands, creating visually appealing dishes is key to keeping customers happy and coming back for more. By understanding how people perceive food, businesses can craft unforgettable experiences that resonate with their customers and build lasting loyalty.

Take-Home Points:

• How food is plated can make it look more appealing and high-quality, especially when arranged neatly or vertically. This gives customers the feeling that they’re getting the perfect portion. 
• Dining in person, where all the senses are engaged, creates a much more powerful and satisfying experience than just seeing food online. This leads to higher customer satisfaction and a willingness to pay more.