Predictive packaging design: Tasting shapes, typefaces, names and sounds

20 January 2014

Many studies have documented that people crossmodally match a variety of tastes, aromas, and flavours to other sensory features. Researchers at the University of Oxford UK conducted a study to assess how rounded vs. angular shapes, typefaces, names, and high vs. low pitched sounds, can be combined in order to convey information about the taste of a product. The results support the view that “sweet” tastes are better expressed by means of rounded shapes, typefaces, names, and lower-pitched sounds, whereas “sour tastes” are better conveyed by means of angular shapes, typefaces, names, and higher-pitched sounds. An article about the research is published in Food Quality and Preference.
Click here for an abstract of the article.

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