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The Taste of Typeface

Previous research has demonstrated that typefaces can convey meaning over-and-above the actual semantic content of whatever happens to be written. Here, we demonstrate for the first time that people match basic taste words (sweet, sour, salty, and bitter) to typefaces varying in their roundness vers...

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Detalles Bibliográficos
Autores principales: Velasco, Carlos, Woods, Andy T., Hyndman, Sarah, Spence, Charles
Formato: Online Artículo Texto
Lenguaje:English
Publicado: SAGE Publications 2015
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4934647/
https://www.ncbi.nlm.nih.gov/pubmed/27433316
http://dx.doi.org/10.1177/2041669515593040
Descripción
Sumario:Previous research has demonstrated that typefaces can convey meaning over-and-above the actual semantic content of whatever happens to be written. Here, we demonstrate for the first time that people match basic taste words (sweet, sour, salty, and bitter) to typefaces varying in their roundness versus angularity. In Experiment 1, the participants matched rounder typefaces with the word “sweet,” while matching more angular typefaces with the taste words “bitter,” “salty,” and “sour.” Experiment 2 demonstrates that rounder typefaces are liked more and are judged easier to read than their more angular counterparts. We conclude that there is a strong relationship between roundness/angularity, ease of processing, and typeface liking, which in turn influences the correspondence between typeface and taste. These results are discussed in terms of the notion of affective crossmodal correspondences.