Latte Art - Why is it so Important?

Have you ever wondered why so many coffee shops prioritize latte art? Some consider the craft of latte art to be frivolous - “it’s just some art in the drink, why do you spend so much time on it?” As a barista and coffee lover I am confident in saying that latte art is more than just art; latte art is the visual result of a skilled barista that serves as a signal of quality, and can enhance a coffee shop experience by bringing in a personal, artistic element.

Presentation and Quality

What compels a person to buy a beverage? Is it the description, with its flavor notes and ingredients? Is it the smell? A majority of the time, it all comes down to how appetizing a drink appears.

Our brains are quite literally hardwired to pick and choose what we consume based on visuals. If a drink looks like it has a weird texture or an unnatural color, you might be less inclined to give it a try. However, if a drink has art on the top - art indicates a certain level of care put into the beverage - you might find yourself compelled to take a sip. Presentation is synonymous with quality; if it looks good, it’s because it probably is.

Confirmation of Barista Ability

Have you ever tried to make latte art at home? If you have, you’ll know it’s not easy. Part of this is due to the equipment (at home machines won’t have the same pressure and heat that commercial machines are equipped with), but even if you have the best machine in the world it does not mean your art will come out perfect. Latte art is born from practice and skill.

To be able to pour latte art, the milk must be frothed, stretched and steamed to the perfect temperature and texture, then poured with a stable hand at the right distance and speed in order to create the art floating at the top of your cup; this process relies entirely on the skill of the barista. To further this notion, if baristas are able to consistently pour quality art, it is a good sign that that shop is serving high quality coffee.

Experience

Latte art isn’t just something pretty to look at or something to guarantee the quality of your beverage, it’s an experience, a conversation starter. I’ve heard “how did you do that!?” more times than I can count, yet every single time the conversation I have is something different. Sometimes people will ask for tips and tricks on how I get my milk to the right texture for art, others will ask for certain designs, and some snap a photo to treasure the moment and share with others.

Besides the conscious experience, there’s a subconscious experience going on as well. Art takes extra time and care, which is an indicator as to the level of care the baristas are putting into you personally. This creates a more intimate, personable experience for the customer.

Latte art is absolutely integral to the Alma experience; it elevates the aesthetic of our beverages, indicates skill and precision, and can convince a person to return based on it alone, without it the experience we are able to provide our customers would not be the same.

- Wren