Schedule for the Emotions:
- Step number one is to gauge the first feeling you experience. Based on this, we begin to judge the coffee before us. It’s like first meeting someone. Based upon our initial reaction, we’ll quickly regard the coffee positively or negatively. Our feelings could be influenced by the package, smell, the person who described and sold the beans, or any number of other factors. Don’t judge the coffee after the first sip, however. Many great tastes are acquired. And certainly don’t judge a coffee by its package. Would you make up your mind about others based on what kind of clothes they’re wearing?
- Next, come the emotions created during drinking. We can be amazed, love a coffee, and feel excited to try it again . . . or we can be disappointed, angry, and fed up.
- Finally, we’re left with the feeling of the whole coffee experience, including the preparation, first sip, packaging, aroma, and final sip.
Below, we’ll explore the different situations in which coffee converges with our emotional state:
This is a big moment, in itself, when you select coffee beans for enjoyment at home, based on your favourite roaster, country, or even packaging design. If you decide rationally, you may choose coffee from a location well known for its coffee beans. A more emotional decision would be selecting your brand because you have a particular affinity for the location. Perhaps you honeymooned there!
Emotive selection can also be when you select coffee beans based on sympathy for the roaster(s) after reviewing the farm description.
Neither approach could be seen is wrong, but know what you care about!
With an emotional sense of flavours come better-connected preferences and expectations.
Many people will go for a coffee of African origin due to how well the region is known for its beans. They expect a fruitier, sweeter cup of coffee, but this isn’t always what they’ll get. Instead, one should check the flavour description on the bag and learn about the roastery’s coffee cupping, the farm’s attitude, and the company’s general process. If we program ourselves emotionally, we run the risk of missing pivotal facts.
Positive, higher energy is often connected with a supremely dark, burnt, bitter taste in coffee. It might have a connection with a strong, robust body. This means that if you drink coffee for energy—to wake up—you’ll go for a more bitter taste. But logically, the lighter-roast coffees with less intense, more acidic flavours will support you with more caffeine than the darker ones. If you like to relax and drink coffee for a variety of flavours, you should go for a lighter roast and coffee that’s connected with acidity and sweetness. Ideally, a good balance will be struck.
In Coffee Shop
One of the strongest emotional tricks is “latte art.” If you create something like a flower or heart, it will catch many people’s attention. Many customers won’t even focus on the taste of the coffee, enthralled as they are by the aesthetic.
Another good example is the new specialty café, where everything is nice, very light, perfectly designed, and replete with suave patrons. Such an establishment may serve much better coffee than some small coffee stall that’s never considered its appearance.
Other strong influencers of your emotion can be background music and the smell of the environment—ideally something like coffee! Other factors may include furniture, decorations, and overall balance of the settings. Everyone has their own haunt, and if you run a coffee shop, it’s good to change things up from time to time. Your customers will be pleased.
The smell of ground coffee can emotionally affect people and push them to say, “I need a coffee right now!”
Furthermore, the power of imagery can’t be underestimated. Besides being pretty, pictures of beans and people drinking coffee wield a potent psychological effect.
These are all elements of emotional marketing. Recognizing this will help you to make better decisions and avoid disappointment.
Coffee at Home
At home, things are easy: you have a lot of space to play and use your creativity. Some people even create a coffee corner, where they can make and savour their latest concoctions. You can even roll out a coffee ritual, using some of your favourite things—sculptures, flowers, pictures, and other items that have emotional value.