null Skip to main content
​The Psychology of Custom Tap Handles: How They Affect Your Customers' Beer Choices

​The Psychology of Custom Tap Handles: How They Affect Your Customers' Beer Choices

Posted by Karen Gendron on 2023 Sep 25th

In the world of craft beer, the experience of enjoying a cold brew goes beyond the liquid inside the glass. Breweries and bars have recognized that the presentation of their beers plays a significant role in enticing customers to make a selection. Custom tap handles have become an essential element of this presentation, offering a unique opportunity to influence customers' beer choices through psychology and aesthetics. In this blog post, we'll delve into the fascinating world of the psychology behind custom tap handles and how they impact your customers' beer choices.

1. Visual Appeal

eyesHumans are inherently visual creatures, and our brains process visual information faster than any other sensory input. Custom tap handles capitalize on this by providing a striking visual representation of the beer brand. Whether it's a beautifully crafted wooden handle, a whimsical design, or a unique shape, these handles immediately capture attention and create a lasting impression. Customers are naturally drawn to aesthetically pleasing objects, and this initial attraction can greatly influence their beer choices.

2. Brand Recognition

Custom tap handles serve as powerful brand ambassadors for breweries. When customers see a tap handle with a logo or design they recognize, it triggers a sense of familiarity and trust. This brand recognition can significantly impact beer choices. Customers are more likely to opt for a beer they associate with a positive experience or a brand they trust, even if they haven't tried that specific beer before.

3. Emotional Connection

Beyond aesthetics and brand recognition, custom tap handles have the potential to create emotional connections with customers. A well-designed handle can evoke feelings of nostalgia, excitement, or curiosity. Breweries often craft tap handles that tell a story or convey the essence of a particular beer, sparking customers' interest and prompting them to try something new. These emotional connections can influence customers to explore a wider range of beer options.

happy beer men

4. Perceived Quality

The psychology of perception plays a crucial role in influencing customer decisions. Custom tap handles can convey a sense of quality and craftsmanship. A well-crafted, visually appealing tap handle suggests that the beer inside is equally impressive. Customers are more likely to assume that a beer presented with care and attention to detail will taste better, even if they have no prior knowledge of it. This perceived quality can sway their beer choices.

5. Social Influence

staff picksHumans are social beings, and our choices are often influenced by those around us. Custom tap handles can tap into the power of social influence by creating a sense of community and identity. Customers may be drawn to beers that are associated with a particular group, such as "local favourites" or "staff picks." The desire to belong and share experiences with others can lead customers to select beers they might not have considered on their own.

Custom tap handles are more than just functional tools for dispensing beer; they are powerful psychological tools that can shape customers' beer choices. Through visual appeal, brand recognition, emotional connections, perceived quality, and social influence, these handles play a vital role in creating memorable and enjoyable beer experiences. Breweries and bars that understand and harness the psychology behind custom tap handles can effectively influence customer preferences and create lasting impressions that keep patrons coming back for more. So, the next time you visit your favourite brewery or bar, take a moment to appreciate the tap handles, as they are working their magic on your beer choices.