The role of typeface curvilinearity on taste expectations and perception

• Main Authors: Velasco, Carlos, Hyndman, Sarah, Spence, Charles
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2018
• Subjects: Crossmodal Correspondences; Typeface
• Online Access: https://hdl.handle.net/10356/89351; http://hdl.handle.net/10220/44905
• Institution: Nanyang Technological University

People associate specific shape properties with basic taste attributes (such as sweet, bitter, and sour). It has been suggested that more preferred visual aesthetic features are matched to sweetness whereas less-preferred features are matched with tastes such as bitter and sour instead. Given the ra...