This video goes over how roast color can greatly impact the flavor of a coffee, notably moreso than any other variable in the roasting process. By focusing on a few studies, we are able to see the extent to which our preferences are controlled by how dark or light a coffee is presented. I hope you enjoy! My Google sheet: https://docs.google.com/spreadsheets/d/12salIGB1ADhclC19HBDDFV1hlZP5rg9EI5AC757r3Do/edit?usp=drivesdk Literature and Scientists Consulted: Dr. Samo Smrke (@samosmrke on IG) Dr. Mark Al-Shemmeri (@kramalshemmeri on IG) https://static1.squarespace.com/static/6176daf1156c8f7ecda2607f/t/637679f9cc78d032424a798f/1668708859736/Roast_JulyAug20_Feature1_FlavorDevelopment.pdf https://www.sciencedirect.com/science/article/abs/pii/S026087742100234X?via%3Dihub https://www.mdpi.com/2306-5710/6/2/29 Thanks to Morten Munchow for the fantastic article this video is largely based on. LINKS __________________ Join my Patreon community at: https://www.patreon.com/lancehedrick Find me on IG at: https://www.instagram.com/lancehedrick Find me on Facebook at: https://www.facebook.com/lancehedrickcoffee My storefront: https://www.amazon.com/shop/lancehedrick My SECOND Channel: Lance Hedrick Unfiltered https://www.youtube.com/channel/UCvNpZQzurSNZQ8e2QNGNXsA __________________