Cited by 201Multisensory perception and integrationConsumer Packaging Perceptions and TrendsSensory Analysis and Statistical Methods

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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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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
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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