Why Food Tastes Better in Bowls

“A bowl that we pick up and touch is more likely to set an expectation of a hearty, filling and healthy meal. That weight in the hand is likely to make your brain think the food is more substantial and you’re likely to rate it as more intensely fragranced and aromatic than for exactly the same food sat passively on a plate.”

Here are three things I never thought about before: Americans traditionally looked down on food served in bowls (unlike the rest of the world), recently Americans have started embracing bowls in a big way, and food actually tastes better in bowls.

Quartz explains why food tastes better in bowls and points to how bowls set different expectations in our brains, create a more intimate eating experience and, yes, are more Instagrammable.