Abstract: A method for reducing food intake, the method including providing tableware having one or more characteristics designed to influence the subjective perception of the amount of food or beverage to be consumed by an individual. A device for influencing the subjective perception of food or beverage to be consumed by an individual, the device including tableware having one or more characteristics which when compared to a portion of food or beverage combined with the tableware alters the subjective perception of the quantity of food or beverage to be consumed. A method of regulating food intake, the method comprising regulating one or more characteristics of an environment within which an individual consumes food to influence the subjective perception of the amount of food or beverage to be consumed by an individual, the one or more characteristics comprising one or more of color, lighting, sound, and temperature.