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- W2058946030 abstract "Many studies have documented that people match a variety of tastes, aromas, and flavours crossmodally to other sensory features, such as abstract shapes, names, and speech sounds. These findings have had a significant impact on how the sensory attributes of product packaging are understood and how they can contribute to product communication and hence enhance brand value. Here, we report on a study designed to assess how rounded vs. angular shapes, typefaces, and names, and high vs. low pitched sounds, can be combined in order to convey information about the taste (sweetness and sourness) of a product. Our results support the view that “sweet” tastes are better expressed by means of rounded shapes, typefaces, and names, and low-pitched sounds, whereas “sour tastes” are better conveyed by means of angular shapes, typefaces, and names, and high-pitched sounds. These results are discussed in light of the literature on crossmodal correspondences and predictive packaging design." @default.
- W2058946030 created "2016-06-24" @default.
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- W2058946030 date "2014-06-01" @default.
- W2058946030 modified "2023-10-17" @default.
- W2058946030 title "Predictive packaging design: Tasting shapes, typefaces, names, and sounds" @default.
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- W2058946030 doi "https://doi.org/10.1016/j.foodqual.2013.12.005" @default.
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