The association between visual shapes and taste perceptions has long captivated sensory psychologists and packaging designers. One particularly intriguing observation is that individuals often associate curved and symmetrical shapes with sweetness, while angular and asymmetrical shapes are more commonly linked to other basic tastes such as sourness, bitterness, saltiness, and umami. This phenomenon, known as crossmodal correspondence, highlights the intricate interplay between visual and gustatory stimuli.

Insights from Recent Research

Recent research has advanced our understanding of these crossmodal associations, revealing both general patterns and individual variations. Studies employing shape-taste matching tasks have consistently demonstrated that, at a group level, participants predominantly match curved and symmetrical shapes with sweetness and angular and asymmetrical shapes with other tastes. However, investigations into individual differences have unveiled substantial variability in perceptual experiences. While some individuals consistently align specific tastes with particular shapes, others exhibit divergent associations or show no clear taste-shape correspondences at all.

Implications for Design

These findings have significant implications for designers in fields such as product packaging, culinary arts, and sensory marketing. Understanding the crossmodal associations between shape and taste can inform the design of food packaging, where visual cues can influence consumers’ taste expectations. For instance, products aiming to convey sweetness may benefit from incorporating curved and symmetrical shapes into their packaging design to enhance the perception of sweetness. Conversely, products emphasizing sour or bitter tastes may opt for angular and asymmetrical shapes to align with consumers’ taste expectations.

Customizable Design Approaches

Acknowledging individual differences in these associations underscores the importance of customizable or tailored design approaches to accommodate diverse sensory preferences among consumers. By leveraging insights from crossmodal correspondences, designers can create more engaging and effective sensory experiences that resonate with consumers’ taste perceptions.

Conclusion

The exploration of crossmodal associations between shape and taste offers valuable insights into human perception and its implications for design practices across various industries. By strategically using shape cues in packaging design, designers can enhance the sensory appeal of products and better meet consumers’ taste expectations. As we continue to explore the frontiers of intelligent design, the nuanced understanding of crossmodal correspondences opens up exciting possibilities for creating memorable and satisfying consumer experiences.

Stay tuned for more insights from Foerstel+Piper+Martin as we delve deeper into the future of intelligent design.

_{Credits: Exaqua for FPM}