Many factors affect the way a coffee is perceived by the senses, and therefore these factors also affect the degree to which a coffee is appreciated. These factors include: Your immediate surroundings : Location eg: sterile laboratory or in a factory Nearby odors/aromas eg: perfume, smoke, food Degree of lighting Noise and other outside distractions Air current movement ie: diverts aromas from the nose Both the ambient temperature and the temperature of the coffee Color of surroundings ie: affects mood Differences in personal perception Concentration Shape and material of cup and/or spoon How you move the coffee in your mouth How long you keep the coffee in your mouth Whether you swallow or expectorate The time of day Your expectation (this is exaggerated if you have seen the label, beans, bag, etc) Your general health When you last ate and what it consisted of Your coffee tasting proficiency.