Back in September of last year I was thinking a bit about the words we use when we describe coffee. Â Out of interest I went to a few US roaster’s websites and copied all their coffee descriptions into a text document and ran it through wordle.
I then went to Starbucks website and did the same thing with all their descriptions. Â The results are interesting, I think and you can click to enbiggen:
Now don’t take these too seriously – this is hardly the most incisive bit of research. Â I’d like to ask if the same thing stands out to you as it does to me – but then I have to ruin the question by giving my own answer.
Speciality Â a likes to use nouns. Â Solid, statement-of-fact nouns: Â This coffee tastes like blackberry.
Starbucks surprised me, not only by their consistent use of acidity which confuses me on a couple of different accounts, because they don’t use as many nouns. Â Lots more descriptive words, more adjectives and adverbs. Â Are they harder to argue or disagree with? Â Perhaps a more accessible way to describe coffee to their customers?
Is there something in the way they do this we can learn from. Â I’m not suggesting we spruce up our descriptions with meaningless words, and I will admit that I am uncomfortable with labels when flavour descriptors start verbing, but would describing those factual flavour nouns in our labels a little more be beneficial?
- how uncomfortable I am with this term (back)