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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
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author Velasco, Carlos
Woods, Andy T.
Hyndman, Sarah
Spence, Charles
author_facet Velasco, Carlos
Woods, Andy T.
Hyndman, Sarah
Spence, Charles
author_sort Velasco, Carlos
collection PubMed
description 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.
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spelling pubmed-49346472016-07-18 The Taste of Typeface Velasco, Carlos Woods, Andy T. Hyndman, Sarah Spence, Charles Iperception Short Report 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. SAGE Publications 2015-08-31 /pmc/articles/PMC4934647/ /pubmed/27433316 http://dx.doi.org/10.1177/2041669515593040 Text en © The Author(s) 2015 http://creativecommons.org/licenses/by/3.0/ This article is distributed under the terms of the Creative Commons Attribution 3.0 License (http://www.creativecommons.org/licenses/by/3.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).
spellingShingle Short Report
Velasco, Carlos
Woods, Andy T.
Hyndman, Sarah
Spence, Charles
The Taste of Typeface
title The Taste of Typeface
title_full The Taste of Typeface
title_fullStr The Taste of Typeface
title_full_unstemmed The Taste of Typeface
title_short The Taste of Typeface
title_sort taste of typeface
topic Short Report
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4934647/
https://www.ncbi.nlm.nih.gov/pubmed/27433316
http://dx.doi.org/10.1177/2041669515593040
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