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Velasco C, Woods AT, Hyndman S, et al. The Taste of Typeface. Iperception. 2015;6(4):2041669515593040doi: 10.1177/2041669515593040.
Velasco, C., Woods, A. T., Hyndman, S., & Spence, C. (2015). The Taste of Typeface. i-Perception, 6(4), 2041669515593040. https://doi.org/10.1177/2041669515593040
Velasco, Carlos, et al. "The Taste of Typeface." i-Perception vol. 6,4 (2015): 2041669515593040. doi: https://doi.org/10.1177/2041669515593040
Velasco C, Woods AT, Hyndman S, Spence C. The Taste of Typeface. Iperception. 2015 Aug 31;6(4):2041669515593040. doi: 10.1177/2041669515593040. eCollection 2015 Aug. PMID: 27433316; PMCID: PMC4934647.
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Iperception. 2015 Aug 31;6(4):2041669515593040. doi: 10.1177/2041669515593040. eCollection 2015 Aug.

The Taste of Typeface.

i-Perception

Carlos Velasco, Andy T Woods, Sarah Hyndman, Charles Spence

Affiliations

  1. Department of Experimental Psychology, University Oxford, UK.
  2. Type Tasting, London, UK.

PMID: 27433316 PMCID: PMC4934647 DOI: 10.1177/2041669515593040

Abstract

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.

Keywords: affective correspondences; crossmodal correspondences; design; taste; typeface

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