‘If a meal looks good, it tastes better’

When you have spent hours slaving over a hot stove, it is easy to skimp on the presentation.

But spending an extra few minutes could make even the simplest of meals much more tasty.

An Oxford University professor has shown that diners are willing to pay three times more for a salad if it is carefully arranged on the plate.

And steak and chips seems much more appealing if the beef is served sliced rather than whole.

Charles Spence, a professor of experimental psychology, said: “We can often put all our effort into the cooking of the food and then perhaps undo ourselves when it comes to presenting it on the plate.

“It may seem a lot to ask but our research reveals that plating up the dish in a slightly more intricate manner can positively affect the taste of the dish.”

In a study commissioned by Lidl, Professor Spence asked more than 130 people to taste a salad and steak and chips presented in three different ways.

Despite the ingredients being exactly the same, the salad in which the cucumber had been sliced in thin strips was deemed tastiest.

And the volunteers said they would pay three times as much for it as for a homely one in which the salad had simply been tossed before being put on the plate.

The steak, meanwhile was most appealing when placed in the centre of the plate, rather than at the edge.

Professor Spence said we may simply think that something that looks good also tastes good.

It is also possible that we appreciate the extra effort that has gone in.

Lidl’s Kevin Love, a Michelinstarred chef and former store manager, advises serving odd numbers of items.

It seems that despite being a smaller portion, three scallops or broccoli florets is preferred to four.

Another tip, already employed by many expensive restaurants, is not to overload the plate.

Apparently, food seems more attractive when it is placed in the centre of the dish and circled by a “frame” of empty china.

Love said: “When it comes to the dinner debate, I think many of us know that attention to presentation makes a difference but were perhaps unaware of the extent.

“This experiment has highlighted that consideration of how you serve dishes has a huge impact on taste perceptions.

“The fact people are willing to pay three times as much is staggering.”