The roasting process can be controlled to determine three key aspects of how the coffee will taste: acidity, sweetness and bitterness. It is generally agreed that the longer a coffee is roasted, the less acidity it will have in the end. Conversely, bitterness will slowly increase the longer a coffee is roasted, and will definitely increase the darker a coffee is roasted.
Sweetness is presented as a bell curve, peaking in between the highs of acidity and bitterness.