How do you choose your beer? Many have their go-to favorites, some go off their mood, and some just pick from the selection. This is a serious choice but one scientist has discovered that your beer choice may have less to do with your taste in beer than you think. Tim Frogget, senior lecturer at Anglia Ruskin University, has made a list of factors and variables that help us to determine what beer we get when bellying up to the bar.
Frogget found that many factors such as the combination of the pump clip images on taps, peer and expert testimonials, and the locations of the taps. He found that 15 percent of “cask ale virgins” would choose a tap to the left. He theorizes that this preference relates to people reading from left-to-right.
Color also makes a factor in our choices. Many pump clips, the brand designs you see on the top of the beer taps, utilize yellow in their designs because yellow is said to “kick start” our vision system. Red is also often used because not only is stimulating but makes a good attention grabber.
So in a bar filled with tons of beers and beer taps, sometimes all it takes is a cool looking pump clip to draw your attention and spark your curiosity. Frogget’s believes that bars should give more information about their beers to help encourage more informed decisions.