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Crossmodal correspondences between basic tastes and visual design features: A narrative historical review.
1Crossmodal Research Laboratory, University of Oxford, UK.
I-Perception
|October 17, 2022
Summary
Visual design elements like color and shape are linked to basic tastes, a phenomenon known as crossmodal correspondence. This review explores these taste-visual associations, their patterns, and underlying theories.
Area of Science:
- Sensory science
- Psychology
- Human-computer interaction
Background:
- Crossmodal correspondences link sensory experiences, such as associating visual features with tastes.
- Abstract visual elements like color hue and shape curvilinearity are commonly linked to basic taste qualities.
- Understanding these associations is crucial for fields ranging from food design to user interface development.
Purpose of the Study:
- To critically review the literature on crossmodal correspondences between basic tastes and visual design features.
- To summarize reported taste-visual mappings, highlighting patterns, discrepancies, and research evolution.
- To discuss theories explaining these correspondences and identify future research directions.
Main Methods:
- Narrative historical review of existing literature on visual-taste crossmodal correspondences.
- Analysis of reported mappings between basic tastes (sweet, sour, bitter, salty, umami) and visual features (color, shape).
- Critical evaluation of studies considering cross-cultural validity and stimulus types (tastants vs. verbal).
Main Results:
- Consistent patterns exist in visual-taste associations, though discrepancies and cultural variations are noted.
- Color hue and shape curvilinearity are frequently mapped to specific taste qualities.
- Theories involving statistical learning and affective mediation appear most promising in explaining these correspondences.
Conclusions:
- Visual-taste crossmodal correspondences are a robust phenomenon, influenced by factors like culture and stimulus modality.
- Statistical and affective accounts offer the most compelling explanations for these associations.
- Further research is needed to validate theories and address identified gaps in the literature.
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