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Crossmodal correspondences between taste and shape, and their implications for product packaging: A review
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 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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“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…”
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“The strongest and most consistent of these correspondences concerns the matching of sweet tastes with round shapes (Spence, 2012; Velasco et al., 2016).”
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“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…”
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“Studies have demonstrated that packaging shape (Velasco et al., 2016) and color (Garber et al.”
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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
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
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
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
“23 Velasco, C. et al. (2016) Crossmodal correspondences between taste and shape, and their implications for product packaging: a review.”
BackgroundMultisensory 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 20
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
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 25
“Furthermore, Velasco et al (2016) confirmed that there is a correlation between bitter taste, which is the main flavour of coffee, and sharp forms.”
BackgroundYuan, W., Guo, F., Li, M., & Song, H. (2024) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-08-2023-1160 · Cited by 18
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 20
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
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
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
Rating with the senses: How sensory encounters are reflected on online review ratings?
Hallikainen, H., Halinen, M., Tervonen, H., Ruusunen, N., & Wang, Y. (2024) · Psychology and Marketing · doi:10.1002/mar.22119 · Cited by 15
Assessing the influence of colour and glass type on beer expectations
Casales-García, V., Abril, L. G., Olsen, N. V., & Velasco, C. (2022) · Food Quality and Preference · doi:10.1016/j.foodqual.2022.104701 · Cited by 15
Sound symbolism overrides articulation dynamics in the taste continuum
Pathak, A., Calvert, G. A., & Motoki, K. (2021) · Food Quality and Preference · doi:10.1016/j.foodqual.2021.104186 · Cited by 14
Spontaneous crossmodal correspondences grounded in contexts
Motoki, K., Saito, T. I., & Velasco, C. (2022) · Food Quality and Preference · doi:10.1016/j.foodqual.2022.104619 · Cited by 14
Ketron, S. C., & Spears, N. E. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.06.016 · Cited by 14
The influence of Bouba- and Kiki-like shape on perceived taste of chocolate pieces
Ogata, K., Gakumi, R., Hashimoto, A., Ushiku, Y., & Yoshida, S. (2023) · Frontiers in Psychology · doi:10.3389/fpsyg.2023.1170674 · Cited by 15
“, 2014; Nygård and Lie, 2020), product packages and labels (Velasco et al., 2016b), and congruency between content and glassware (Wan et al.”
BackgroundImpact of mug shape and beverage volume on instant coffee perception
Labbe, D., Rytz, A., Strube, A., & Leloup, V. (2020) · Food Quality and Preference · doi:10.1016/j.foodqual.2020.104150 · Cited by 16
Influencing Healthy Food Choice through Multisensory Packaging Design
Fenko, A. (2018) · Springer eBooks · doi:10.1007/978-3-319-94977-2_9 · Cited by 14
Corradi, G. B., & Munar, E. (2020) · Oxford University Press eBooks · doi:10.1093/oxfordhb/9780198824350.013.24 · Cited by 13
The shape of freshness: The effect of a circular logo on consumers’ perceived food freshness
Gong, X., Chen, J., Wu, P., & Jiang, Y. (2024) · Food Quality and Preference · doi:10.1016/j.foodqual.2024.105346 · Cited by 12
Metadata
- 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
- Venue
- Food Quality and Preference
- Publisher
- Elsevier BV
- Published
- 2016-09
- Volume
- 52
- Pages
- 17-26
- ISSN
- 0950-3293 (ISSN-L)
- 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
- FWCI
- 34.07
- Type
- journal article
- Language
- en
- Open access
- closed
- 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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