Crossmodal correspondences between taste and shape, and their implications for product packaging: A review

Velasco, Carlos; Woods, Andy T.; Petit, Olivia; Cheok, Adrian D.; Spence, Charles

doi:10.1016/j.foodqual.2016.03.005

Cited by 200Multisensory perception and integrationConsumer Packaging Perceptions and TrendsSensory Analysis and Statistical Methods

Crossmodal correspondences between taste and shape, and their implications for product packaging: A review

Velasco, Carlos, Woods, Andy T., Petit, Olivia, Cheok, Adrian D., Spence, Charles·2016·Food Quality and Preference

DOI 10.1016/j.foodqual.2016.03.005

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Abstract

A growing body of empirical research now demonstrates that people associate different basic tastes and taste words with specific packaging shapes. While it may be obvious that semantic knowledge concerning products, based on the packaging and/or design elements (e.g., typeface, logo, label, images), can guide the taste expectations that consumers generate in relation to a given product, here we demonstrate that there are also more fundamental correspondences that operate even with unfamiliar stimuli. Specifically, shape features (e.g., straight vs. curvy, or symmetrical vs. asymmetrical) have been shown to influence the taste that people naturally associate with a given shape. The evidence suggests that, at least to a certain extent, people match such shape dimensions with tastes on the basis of their common affective connotation. Here, we critically review the literature on these seemingly arbitrary, yet systematic, crossmodal correspondences between tastes and shape features. We suggest that they can inform the design process when it comes to product packages and labels with the aim of conveying taste information more effectively. This review is relevant to those researchers interested in taste-vision correspondences as well as to food marketers, and those designers interested in the communication and influence of taste information.

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People associate round shapes with sweetness, whereas angular shapes tend to be associated with sourness, saltiness, and bitterness.
“People associate round shapes with sweetness, whereas angular shapes tend to be associated with sourness, saltiness, and bitterness instead [62-65].”
From The Role of Intrinsic and Extrinsic Sensory Factors in Sweetness Perception of Food and Beverages: A Review (2019) · cites this paper as [65]

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de Sousa, M. M. M., Carvalho, F. M., & Pereira, R. G. F. A. (2020) · Food Quality and Preference · doi:10.1016/j.foodqual.2020.103902 · Cited by 117 · see citing works
Multisensory Technology for Flavor Augmentation: A Mini Review
Velasco, C., Obrist, M., Petit, O., & Spence, C. J. (2018) · Frontiers in Psychology · doi:10.3389/fpsyg.2018.00026 · Cited by 111 · see citing works
Is Multimedia Multisensorial? - A Review of Mulsemedia Systems
Covaci, A., Zou, L., Tal, I., Muntean, G., & Ghinea, G. (2018) · ACM Computing Surveys · doi:10.1145/3233774 · Cited by 110 · see citing works
“For instance, extrinsic cues of avor can be augmented based on the crossmodal correspondence between roundness and sweetness [207] or between musical articulation and the four basic taste groups [66].”
A Packaging Visual-Gustatory Correspondence Effect: Using Visual Packaging Design to Influence Flavor Perception and Healthy Eating Decisions
Togawa, T., Park, J., Ishii, H., & Deng, X. (2019) · Journal of Retailing · doi:10.1016/j.jretai.2019.11.001 · Cited by 103 · see citing works
Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness
da Rosa, V. M., Spence, C. J., & Tonetto, L. M. (2018) · International Journal of Consumer Studies · doi:10.1111/ijcs.12500 · Cited by 99 · see citing works
“a) Consumers generally prefer rounded-shaped packaging (Velasco et al., 2016; Westerman et al., 2013).”
When visual cues influence taste/flavour perception: A systematic review
Motoki, K., Spence, C. J., & Velasco, C. (2023) · Food Quality and Preference · doi:10.1016/j.foodqual.2023.104996 · Cited by 106 · see citing works
Factors influencing the visual deliciousness / eye-appeal of food
Spence, C. J., Motoki, K., & Petit, O. (2022) · Food Quality and Preference · doi:10.1016/j.foodqual.2022.104672 · Cited by 100 · see citing works
Use of strawberry and vanilla natural flavors for sugar reduction: A dynamic sensory study with yogurt
Oliveira, A. A. A., Andrade, A. C., Bastos, S. C., Condino, J. P. F., Júnior, A. C., & Pinheiro, A. C. M. (2020) · Food Research International · doi:10.1016/j.foodres.2020.109972 · Cited by 84 · see citing works
Does the shape of a cup influence coffee taste expectations? A cross-cultural, online study
Doorn, G. H. V., Woods, A. T., Levitan, C., Wan, X. I., Velasco, C., Torres, C. A. B., & Spence, C. J. (2016) · Food Quality and Preference · doi:10.1016/j.foodqual.2016.10.013 · Cited by 73 · see citing works
Symmetry and its role in the crossmodal correspondence between shape and taste
Turoman, N., Velasco, C., Chen, Y., Huang, P., & Spence, C. J. (2017) · Attention Perception & Psychophysics · doi:10.3758/s13414-017-1463-x · Cited by 73 · see citing works
“This supported our expectations regarding contour and also replicated previous research (e.g., Salgado-Montejo et al., 2015; Velasco et al., 2015, 2016a).”
An exploratory study using graphic design to communicate consumer benefits on food packaging
Schifferstein, H. N. J., Lemke, M., & de Boer, A. (2021) · Food Quality and Preference · doi:10.1016/j.foodqual.2021.104458 · Cited by 80 · see citing works
“See me, feel me”: Effects of 3D-printed surface patterns on beverage evaluation
van Rompay, T. J. L., Finger, F., Saakes, D., & Fenko, A. (2017) · Food Quality and Preference · doi:10.1016/j.foodqual.2016.12.002 · Cited by 70 · see citing works
“Although the basis for these associations is still a matter of debate, Velasco et al. (2016) suggest that people might ‘match pairs of taste/shape stimuli when they denote similar hedonic and intensity-related properties’ (see also Salgado-Montejo et al., 2015 for a similar stress on hedonic…”
BackgroundMethodInfluential
The shape of the cup influences aroma, taste, and hedonic judgements of specialty coffee
Carvalho, F. M., & Spence, C. J. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.04.003 · Cited by 70 · see citing works
“The strongest and most consistent of these correspondences concerns the matching of sweet tastes with round shapes (Spence, 2012; Velasco et al., 2016).”
Background
Visual communication via the design of food and beverage packaging
Spence, C. J., & Doorn, G. H. V. (2022) · Cognitive Research Principles and Implications · doi:10.1186/s41235-022-00391-9 · Cited by 92 · see citing works
“One recent area of interest amongst researchers has been on the crossmodal correspondences between shapes and taste/flavour (Velasco et al., 2016a, 2016b).”
BackgroundMethod
What does your wine label mean to consumers? A semiotic investigation of Bordeaux wine visual codes
Celhay, F., & Remaud, H. (2017) · Food Quality and Preference · doi:10.1016/j.foodqual.2017.10.020 · Cited by 67 · see citing works
Light colors and comfortable warmth: Crossmodal correspondences between thermal sensations and color lightness influence consumer behavior
Motoki, K., Saito, T. I., Nouchi, R., Kawashima, R., & Sugiura, M. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.09.004 · Cited by 67 · see citing works
Virtually tasty: An investigation of the effect of ambient lighting and 3D-shaped taste stimuli on taste perception in virtual reality
Cornelio, P., Dawes, C., Maggioni, E., Bernardo, F., Schwalk, M., Mai, M., Pawlizak, S., Zhang, J., Nelles, G., Krasteva, N., et al. (2022) · International Journal of Gastronomy and Food Science · doi:10.1016/j.ijgfs.2022.100626 · Cited by 63 · see citing works
“…and yogurt (Piqueras-Fiszman and Spence, 2011), the shape and colour of plates can influence the sweetness and intensity of a desert (Piqueras-Fiszman et al., 2012a; Stewart and Goss, 2013), and the shape features of food packages may influence the customer taste expectation (Velasco et al., 2016).”
The role of typeface curvilinearity on taste expectations and perception
Velasco, C., Hyndman, S., & Spence, C. J. (2017) · International Journal of Gastronomy and Food Science · doi:10.1016/j.ijgfs.2017.11.007 · Cited by 62 · see citing works
“In line with Velasco et al. (2016c), it was also suggested that people may associate preferred typefaces (e.g., round) with preferred tastes (e.g., sweet) and less preferred typefaces (e.g., angular) with less preferred tastes (e.g., bitter), something that is correlated with the ease with which…”
BackgroundInfluential
The paradox of warmth: Ambient warm temperature decreases preference for savory foods
Motoki, K., Saito, T. I., Nouchi, R., Kawashima, R., & Sugiura, M. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.04.006 · Cited by 62 · see citing works
Crossmodal correspondence between color, shapes, and wine odors
Heatherly, M. L., Dein, M., Munafo, J. P., & Luckett, C. R. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.08.019 · Cited by 59 · see citing works
Assessing the effect of shape on the evaluation of expected and actual chocolate flavour
Wang, Q. J., Reinoso Carvalho, F., Persoone, D., & Spence, C. (2017) · Flavour · doi:10.1186/s13411-017-0052-1 · Cited by 57 · see citing works
“and more sour tastes when exposed to a more angular design ([18]; see also [16, 19] for reviews).”
Background
Tasting names: Systematic investigations of taste-speech sounds associations
Motoki, K., Saito, T. I., Park, J., Velasco, C., Spence, C. J., & Sugiura, M. (2019) · Food Quality and Preference · doi:10.1016/j.foodqual.2019.103801 · Cited by 57 · see citing works
Signalling taste through packaging: The effects of shape and colour on consumers’ perceptions of cheeses
Olsen, N. V., Velasco, C., & Kraggerud, H. (2022) · Food Quality and Preference · doi:10.1016/j.foodqual.2022.104742 · Cited by 60 · see citing works
Feeling Colours: Crossmodal Correspondences Between Tangible 3D Objects, Colours and Emotions
Lin, A., Scheller, M., Feng, F., Proulx, M. J., & Metatla, O. (2021) · CHI Conference on Human Factors in Computing Systems · doi:10.1145/3411764.3445373 · Cited by 54 · see citing works
“diferent visual, auditory, tactile, olfactory and even gustatory experiences [36, 55, 76, 81].”
Background
Healthy-Angular, unhealthy-circular: Effects of the fit between shapes and healthiness on consumer food preferences
Wang, J., Zhang, X., & Jiang, J. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.10.012 · Cited by 54 · see citing works
Contemporary fusion foods: How are they to be defined, and when do they succeed/fail?
Spence, C. J. (2018) · International Journal of Gastronomy and Food Science · doi:10.1016/j.ijgfs.2018.07.005 · Cited by 54 · see citing works
The effect of natural plant-based homogenates as additives on the quality of yogurt: A review
Fan, X., Li, X., Du, L., Li, J., Xu, J., Shi, Z., Li, C., Tu, M., Zeng, X., Wu, Z. F., et al. (2022) · Food Bioscience · doi:10.1016/j.fbio.2022.101953 · Cited by 52 · see citing works
Explaining Visual Shape–Taste Crossmodal Correspondences
Spence, C. J. (2023) · Multisensory Research · doi:10.1163/22134808-bja10096 · Cited by 55 · see citing works
The validated circular shape space: Quantifying the visual similarity of shape.
Li, A. Y., Liang, J. C., Lee, A. C. H., & Barense, M. D. (2019) · Journal of Experimental Psychology General · doi:10.1037/xge0000693 · Cited by 55 · see citing works
Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis
Wang, F., Wang, H., & Cho, J. H. (2022) · Sustainability · doi:10.3390/su14063463 · Cited by 50 · see citing works
Contextual Influences on Consumer Responses to Food Products
Cardello, A. V., & Meiselman, H. L. (2018) · Elsevier eBooks · doi:10.1016/b978-0-08-101743-2.00001-7 · Cited by 50 · see citing works
Context in food behavior and product experience – a review
Dacremont, C., & Sester, C. (2019) · Current Opinion in Food Science · doi:10.1016/j.cofs.2019.07.007 · Cited by 48 · see citing works
Music Influences Hedonic and Taste Ratings in Beer
Reinoso‐Carvalho, F., Velasco, C., van Ee, R., Leboeuf, Y., & Spence, C. J. (2016) · Frontiers in Psychology · doi:10.3389/fpsyg.2016.00636 · Cited by 48 · see citing works
“The Brussels Beer Project (TBP, Belgium), and a music band/group.”
BackgroundInfluential
Reflections on Cross-Modal Correspondences: Current Understanding and Issues for Future Research
Motoki, K., Marks, L. E., & Velasco, C. (2023) · Multisensory Research · doi:10.1163/22134808-bja10114 · Cited by 46 · see citing works
The sweetest punch: Effects of 3D-printed surface textures and graphic design on ice-cream evaluation
van Rompay, T. J. L., Kramer, L.-M., & Saakes, D. P. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.02.015 · Cited by 46 · see citing works
Bottled vs. Canned Beer: Do They Really Taste Different?
Barnett, A., Velasco, C., & Spence, C. J. (2016) · Beverages · doi:10.3390/beverages2040025 · Cited by 45 · see citing works
“The classic Coca-Cola bottle constitutes another iconic image mold (see Gates et al., 2007 [14]; Prince, 1994 [15]; Velasco et al., 2016 [7]), as does the Kikkoman dispenser bottle, and even the Campari Soda bottle developed by the Italian Futurist Fortunato DePero back in 1932 (and still on the…”
BackgroundInfluential
The taste of touch: Enhancing saltiness impressions through surface texture design
van Rompay, T. J. L., & Groothedde, S. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.11.003 · Cited by 44 · see citing works
A Critical Analysis of Colour–Shape Correspondences: Examining the Replicability of Colour–Shape Associations
Dreksler, N., & Spence, C. J. (2019) · i-Perception · doi:10.1177/2041669519834042 · Cited by 43 · see citing works
“However, in contrast, crossmodal correspondences related to both colour and shape, including colour–taste and shape–taste correspondences, have been demonstrated reliably across many studies and decades of research (e.g., Spence et al., 2015; Velasco et al., 2016), so it is not the nature of colour and shape alone tha…”
Background
The taste of cuteness: How claims and cute visuals affect consumers’ perception of insect-based foods
Marquis, D., de Oliveira, D. C. R., Pantin‐Sohier, G., Reinoso‐Carvalho, F., Deliza, R., & Gallen, C. (2023) · International Journal of Gastronomy and Food Science · doi:10.1016/j.ijgfs.2023.100722 · Cited by 43 · see citing works
A multisensory approach for the design of food and drink enhancing sonic systems
Velasco, C., Reinoso‐Carvalho, F., Petit, O., & Nijholt, A. (2016) · doi:10.1145/3007577.3007578 · Cited by 42 · see citing works
“Some researchers have suggested that there are four different kinds of crossmodal correspondences: (1) structural, (2) statistical, (2) linguistic, and (2) affective [27,34].”
Background
Hot or not? Conveying sensory information on food packaging through the spiciness-shape correspondence
Gil‐Pérez, I., Rebollar, R., Lidón, I., Martín‐Vallejo, J., van Trijp, J. C. M., & Piqueras‐Fiszman, B. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.07.009 · Cited by 43 · see citing works
Strategies for Reducing Salt and Sugar Intakes in Individuals at Increased Cardiometabolic Risk
Ponzo, V., Pellegrini, M., Costelli, P., Vázquez‐Araújo, L., Gayoso, L., D’Eusebio, C., Ghigo, E., & Bo, S. (2021) · Nutrients · doi:10.3390/nu13010279 · Cited by 41 · see citing works
“[124,125] showed the correspondence of different visual cues (colors and shapes) with different tastes, being, for example, red colors and curvy shapes related with sweetness.”
Background
How aesthetic features convey the concept of brand premiumness
Pombo, M., & Velasco, C. (2021) · Psychology and Marketing · doi:10.1002/mar.21534 · Cited by 43 · see citing works
On the Colours of Odours
Jacquot, M., Noel, F., Velasco, C., & Spence, C. J. (2016) · Chemosensory Perception · doi:10.1007/s12078-016-9209-z · Cited by 40 · see citing works
“A number of suggestions have also been made as to the mechanism(s) underlying such correspondences (see Deroy et al. 2013; Parise 2016; Velasco et al. 2016 for reviews).”
Taste-shape correspondences in context
Motoki, K., & Velasco, C. (2020) · Food Quality and Preference · doi:10.1016/j.foodqual.2020.104082 · Cited by 40 · see citing works
Does the Shape of the Drinking Receptacle Influence Taste/Flavour Perception? A Review
Spence, C. J., & Doorn, G. H. V. (2017) · Beverages · doi:10.3390/beverages3030033 · Cited by 38 · see citing works
“, Cytowic & Woods, 1982 [39]; Deroy & Valentin, 2011 [40]; Dichter, 1971 [41]; Gal, Wheeler, & Shiv, 2007 [42]; Liang, Roy, Chen, & Zhang, 2013 [43]; Liang, Biswas, Vinnakota, Fu, Chen, Quan, Zhan, & Roy, 2016 [44]; Ngo, Misra, & Spence, 2011 [45]; Ngo, Piqueras-Fiszman, & Spence, 2012 [46]; Spence, 2012 [47], 2013 [4…”
‘Shaping perceptions’: Exploring how the shape of transparent windows in packaging designs affects product evaluation
Simmonds, G., Woods, A. T., & Spence, C. J. (2019) · Food Quality and Preference · doi:10.1016/j.foodqual.2019.02.003 · Cited by 40 · see citing works
Do typefaces of packaging labels influence consumers' perception of specialty coffee? A preliminary study
de Sousa, M. M. M., Carvalho, F. M., & Pereira, R. G. F. A. (2020) · Journal of Sensory Studies · doi:10.1111/joss.12599 · Cited by 36 · see citing works
Synaesthesia: The multisensory dining experience
Spence, C. J., & Youssef, J. (2019) · International Journal of Gastronomy and Food Science · doi:10.1016/j.ijgfs.2019.100179 · Cited by 37 · see citing works
Assessing the Effect of Changing a Bottled Beer Label on Taste Ratings
Barnett, A. (2016) · Nutrition and Food Technology Open Access · doi:10.16966/2470-6086.132 · Cited by 34 · see citing works
“Such results are consistent with previous research showing that yellow/green, as beverage colours, are associated by consumers with citrusy flavours and refreshment [26-28].”
Result
Bittersweet Findings: Round Cups Fail to Induce Sweeter Taste
Machiels, C. J. A. (2018) · Beverages · doi:10.3390/beverages4010012 · Cited by 34 · see citing works
“Using a beverage from a different category, the findings from Study 2 shed additional light on possible cross-modal correspondence effects between shapes and tastes [1].”
BackgroundInfluential
State of the art of user packaging interaction ( UPI )
Mumani, A., & Stone, R. (2018) · Packaging Technology and Science · doi:10.1002/pts.2363 · Cited by 33 · see citing works
“The shape of exterior design elements was also studied to gain insight into users' perception.(35,49,50) However, these studies have focused on the effect of the shape of the package, the exterior elements on the perceived taste of products, and they might also be correlated to other elements.”
Background
Can, cup, or bottle? The influence of beverage vessel on taste and willingness to pay
Lefebvre, S., & Orlowski, M. (2018) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2018.05.009 · Cited by 31 · see citing works
How should I tell you this? The effects of the image used to convey that a natural yogurt is sweetened on consumer expectations and willingness to buy
Rebollar, R., Lidón, I., Gil‐Pérez, I., & Martín‐Vallejo, J. (2019) · Food Research International · doi:10.1016/j.foodres.2019.108721 · Cited by 32 · see citing works
Cross-Modal Correspondences Between Temperature and Taste Attributes
Motoki, K., Saito, T. I., Nouchi, R., & Sugiura, M. (2020) · Frontiers in Psychology · doi:10.3389/fpsyg.2020.571852 · Cited by 31 · see citing works
Seeing sweet and choosing sour: Compensatory effects of typeface on consumers’ choice behavior
Rolschau, K., Wang, Q. J., & Otterbring, T. (2020) · Food Quality and Preference · doi:10.1016/j.foodqual.2020.103964 · Cited by 29 · see citing works
The Role of Typeface in Packaging Design
Velasco, C., & Spence, C. (2019) · Multisensory Packaging · doi:10.1007/978-3-319-94977-2_4 · Cited by 29 · see citing works
Impact of Common Food Labels on Consumer Liking in Vanilla Yogurt
Li, T., & Dando, R. (2019) · Foods · doi:10.3390/foods8110584 · Cited by 29 · see citing works
“This may be to be expected, as features on the label were purposefully kept identical between the samples (shape [46], color [47,48], and font [49] have All been demonstrated to impose forms of crossmodal influence on flavor perception); however, this further highlights the importance of expectation set up by a label,…”
Background
Exploring the Links between Colours and Tastes/Flavours
Spence, C. J., & Levitan, C. (2022) · Journal of Perceptual Imaging · doi:10.2352/j.percept.imaging.2022.5.000408 · Cited by 29 · see citing works
“That said, in certain specific contexts, such as the molecular or modernist restaurant, the surprise reaction to the disconfirmation of expectation can itself be highly desirable [97, 181].”
Background
The taste of typefaces in different countries and languages.
Velasco, C., Woods, A. T., Wan, X. I., Montejo, A. S., Torres, C. A. B., Cheok, A. D., & Spence, C. J. (2017) · Psychology of Aesthetics Creativity and the Arts · doi:10.1037/aca0000120 · Cited by 27 · see citing works
“Alternatively, it may be the case that tastes and shapes are mapped onto common semantic dimensions, which will then provide the basis for the matches, something which would highlight the role of language and metaphor in crossmodal correspondences (Velasco et al., 2016a).”
BackgroundMethodResultInfluential
A Sweet Voice: The Influence of Cross-Modal Correspondences Between Taste and Vocal Pitch on Advertising Effectiveness
Motoki, K., Saito, T. I., Nouchi, R., Kawashima, R., & Sugiura, M. (2019) · Multisensory Research · doi:10.1163/22134808-20191365 · Cited by 28 · see citing works
A juicy orange makes for a tastier juice: The neglected role of visual material perception in packaging design
Cicco, F. D., Zhao, Y., Wijntjes, M., Pont, S. C., & Schifferstein, H. N. J. (2020) · Food Quality and Preference · doi:10.1016/j.foodqual.2020.104086 · Cited by 27 · see citing works
“Studies have demonstrated that packaging shape (Velasco et al., 2016) and color (Garber et al.”
Background
Colour/shape-taste correspondences across three languages in ChatGPT
Motoki, K., Spence, C. J., & Velasco, C. (2024) · Cognition · doi:10.1016/j.cognition.2024.105936 · Cited by 28 · see citing works
“…experimental psychology using specific features (e.g., geometric shapes, colour patches; Wan et al., 2014) as well as in applied settings involving food colour/shapes (Heatherly et al., 2019; Motoki et al., 2023), and food packaging colour/shapes (Motoki and Velasco, 2021; Velasco et al., 2016b).”
The Taste of Visual Textures
Escobar, F. B., Wang, Q. J., Corredor, A., & Velasco, C. (2022) · Food Quality and Preference · doi:10.1016/j.foodqual.2022.104602 · Cited by 23 · see citing works
Health benefits, pharmacological properties, and metabolism of cannabinol: A comprehensive review
Khouchlaa, A., Khouri, S., Hajib, A., Zeouk, I., Amalich, S., Msairi, S., Menyiy, N. E., Raïs, C., Lahyaoui, M., Khalid, A., et al. (2024) · Industrial Crops and Products · doi:10.1016/j.indcrop.2024.118359 · Cited by 24 · see citing works
An investigation into the relationship between product form and perceived meanings
Kapkın, E., & Joines, S. M. B. (2018) · International Journal of Industrial Ergonomics · doi:10.1016/j.ergon.2018.05.009 · Cited by 23 · see citing works
Crossmodal correspondences between basic tastes and visual design features: A narrative historical review
Lee, B. P., & Spence, C. J. (2022) · i-Perception · doi:10.1177/20416695221127325 · Cited by 23 · see citing works
“…the hedonic values of the concepts being matched in shape-taste correspondences, the associations involving geometric features such as curvilinearity (Velasco et al., 2016b) and symmetry (Salgado-Montejo et al., 2015) would seem to suggest that they are matched because a similar emotion is induced.”
BackgroundInfluential
Crossmodal correspondences between typefaces and food preferences drive congruent choices but not among young consumers
Otterbring, T., Rolschau, K., Furrebøe, E. F., & Nyhus, E. K. (2021) · Food Quality and Preference · doi:10.1016/j.foodqual.2021.104376 · Cited by 22 · see citing works
Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations
Li, M., Jin, Y., Zhang, J., & Liu, R. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.102990 · Cited by 22 · see citing works
The shape of creaminess: consumers expected and perceived rounded chocolates as creamier than squared
Baptista, I. Y. F., Carvalho, F. M., Efraim, P., Silveira, P. T. D. S., & Behrens, J. H. (2021) · British Food Journal · doi:10.1108/bfj-06-2021-0675 · Cited by 22 · see citing works
The shapes associated with the concept of ‘sweet and sour’ foods
Velasco, C., Beh, E. J., Le, T., & Marmolejo‐Ramos, F. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.03.012 · Cited by 20 · see citing works
Relationship between tactile stimuli and basic tastes: CATA with consumers with visual disability
Riofrio‐Grijalva, R., Lago, M., Fabregat‐Amich, P., Guerrero, J., Cuesta, A., & Vázquez‐Araújo, L. (2019) · Journal of Sensory Studies · doi:10.1111/joss.12549 · Cited by 20 · see citing works
Served straight up: Effects of verticality cues on taste evaluations and luxury perceptions
van Rompay, T. J. L., van Hoof, J. J., Rorink, J. M. H., & Folsche, M. (2019) · Appetite · doi:10.1016/j.appet.2019.01.002 · Cited by 20 · see citing works
Tactile/Haptic Aspects of Multisensory Packaging Design
Spence, C. J. (2018) · Springer eBooks · doi:10.1007/978-3-319-94977-2_6 · Cited by 19 · see citing works
Acceptability of generic versus innovator oral medicines: not only a matter of taste
Tuleu, C., Hughes, D. A., Clapham, D., Vallet, T., & Ruiz, F. (2020) · Drug Discovery Today · doi:10.1016/j.drudis.2020.11.008 · Cited by 19 · see citing works
“23 Velasco, C. et al. (2016) Crossmodal correspondences between taste and shape, and their implications for product packaging: a review.”
Background
Multisensory Consumer-Packaging Interaction (CPI): The Role of New Technologies
Petit, O., Velasco, C., & Spence, C. J. (2018) · Springer eBooks · doi:10.1007/978-3-319-94977-2_13 · Cited by 19 · see citing works
The Multisensory Analysis of Product Packaging Framework
Velasco, C., & Spence, C. J. (2018) · Springer eBooks · doi:10.1007/978-3-319-94977-2_8 · Cited by 21 · see citing works
Impact of packaging shape and material on consumer expectations
Poslon, S., Kovačević, D., & Brozović, M. (2021) · Journal of Graphic Engineering and Design · doi:10.24867/jged-2021-2-039 · Cited by 22 · see citing works
“Furthermore, Velasco et al (2016) confirmed that there is a correlation between bitter taste, which is the main flavour of coffee, and sharp forms.”
Background
Effects of sensory cues on consumers’ wine taste perceptions and behavior: evidence from a wine-tasting experiment
Yuan, W., Guo, F., Li, M., & Song, H. (2024) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-08-2023-1160 · Cited by 18 · see citing works
Individual differences in sensitivity to taste-shape crossmodal correspondences
Chuquichambi, E. G., Munar, E., Spence, C. J., & Velasco, C. (2024) · Food Quality and Preference · doi:10.1016/j.foodqual.2024.105110 · Cited by 17 · see citing works
Symbolic Meaning in Beverage Packaging and Consumer Response
Machiels, C. J. A., Yarar, N., & Orth, U. R. (2019) · Elsevier eBooks · doi:10.1016/b978-0-12-816683-3.00004-9 · Cited by 17 · see citing works
Sweet and bitter near-threshold solutions activate cross-modal correspondence between taste and shapes of cups
Solé, J. P., Chuquichambi, E. G., Blay, N. T., Corradi, G. B., & Munar, E. (2020) · Food Quality and Preference · doi:10.1016/j.foodqual.2020.103891 · Cited by 16 · see citing works
Design matters: Cross-modal correspondences between vision and taste in food advertising
Lee, J., & Lim, H. (2020) · Journal of Marketing Communications · doi:10.1080/13527266.2020.1846071 · Cited by 15 · see citing works
Rating with the senses: How sensory encounters are reflected on online review ratings?
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“, 2014; Nygård and Lie, 2020), product packages and labels (Velasco et al., 2016b), and congruency between content and glassware (Wan et al.”
Background
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Authors: Velasco, C., Woods, A. T., Petit, O., Cheok, A. D., & Spence, C.
Affiliations: University of Oxford (GB)
City, University of London (GB)
Corresponding author: Velasco, Carlos
ORCID: Velasco, Carlos
Woods, Andy T.
Petit, Olivia
Cheok, Adrian D.
Spence, Charles
Venue: Food Quality and Preference
Publisher: Elsevier BV
Published: 2016-09
Volume: 52
Pages: 17-26
ISSN: 0950-3293 (ISSN-L)
DOI: 10.1016/j.foodqual.2016.03.005
OpenAlex: W2297829261
Cited by: 200
References: 102
Citations by year: 2026: 16 · 2025: 20 · 2024: 23 · 2023: 16 · 2022: 19 · 2021: 15 · 2020: 18 · 2019: 21 · 2018: 33 · 2017: 9 · 2016: 9 · 2015: 1
FWCI: 34.07
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Food Quality and Preference (publishedVersion)
Funders: Arts and Humanities Research Council (AH/L007053/1)
Topics: Social Sciences › Psychology › Experimental and Cognitive Psychology › Multisensory perception and integration
Social Sciences › Business, Management and Accounting › Marketing › Consumer Packaging Perceptions and Trends
Life Sciences › Agricultural and Biological Sciences › Food Science › Sensory Analysis and Statistical Methods
Keywords: cross-modal correspondence, packaging design, product labels, shape features, taste expectations, affective connotation, food marketing

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Crossmodal correspondences between taste and shape, and their implications for product packaging: A review

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