When plateware shape matters: The congruence effects between food pungency and plateware shape on food preference

Although considerable attention has been paid to enhancing the visual appeal of food, less is known about how plateware design should align with the sensory characteristics of food. Drawing on shape-taste correspondence research and processing fluency theory, this research examines the congruence between plateware shape and food pungency. Across four online experiments with Chinese participants, we obtained 754 valid responses covering all seven major geographic regions of China. The results show that pungent foods elicit more favorable consumer responses when served on angular rather than round plateware, whereas mild foods are evaluated more favorably when served on round rather than angular plateware. Processing fluency mediates the effects of plateware shape and food pungency congruence on food evaluation and ordering intention. These findings extend research on shape-taste correspondences and demonstrate that simple, low-cost plateware design can improve consumer responses to foods with different sensory profiles.