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Woods AT, Spence C. Using Single Colors and Color Pairs to Communicate Basic Tastes. Iperception. 2016;7(4):2041669516658817doi: 10.1177/2041669516658817.
Woods, A. T., & Spence, C. (2016). Using Single Colors and Color Pairs to Communicate Basic Tastes. i-Perception, 7(4), 2041669516658817. https://doi.org/10.1177/2041669516658817
Woods, Andy T, and Spence, Charles. "Using Single Colors and Color Pairs to Communicate Basic Tastes." i-Perception vol. 7,4 (2016): 2041669516658817. doi: https://doi.org/10.1177/2041669516658817
Woods AT, Spence C. Using Single Colors and Color Pairs to Communicate Basic Tastes. Iperception. 2016 Jul 07;7(4):2041669516658817. doi: 10.1177/2041669516658817. eCollection 2016. PMID: 27698979; PMCID: PMC5030750.
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Iperception. 2016 Jul 07;7(4):2041669516658817. doi: 10.1177/2041669516658817. eCollection 2016.

Using Single Colors and Color Pairs to Communicate Basic Tastes.

i-Perception

Andy T Woods, Charles Spence

Affiliations

  1. Crossmodal Research Laboratory, Oxford University, UK.

PMID: 27698979 PMCID: PMC5030750 DOI: 10.1177/2041669516658817

Abstract

Recently, it has been demonstrated that people associate each of the basic tastes (e.g., sweet, sour, bitter, and salty) with specific colors (e.g., red, green, black, and white). In the present study, we investigated whether pairs of colors (both associated with a particular taste or taste word) would give rise to stronger associations relative to pairs of colors that were associated with different tastes. We replicate the findings of previous studies highlighting the existence of a robust crossmodal correspondence between individual colors and basic tastes. However, while there was evidence that pairs of colors could indeed communicate taste information more consistently than single colors, our participants took more than twice as long to match the color pairs with tastes than the single colors. Possible reasons for these results are discussed.

Keywords: basic tastes; color; crossmodal correspondences; synesthesia

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