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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...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
SAGE Publications
2015
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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. |
format | Online Article Text |
id | pubmed-4934647 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2015 |
publisher | SAGE Publications |
record_format | MEDLINE/PubMed |
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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