Designing in Taste

Spence reports that “people intuitively match roundness with sweetness, while picking angular forms to represent the other four basic tastes. . . . Roundness is also associated with and tends to accentuate, creaminess. . . . sourness and spiciness are both associated with angularity. . . . participants from both India and China also match sweetness with roundness. . . .  asymmetry was shown to be associated with acidity/sourness and bitterness in groups of participants from Taiwan and the West…

Become a member and log in to view this content and all the articles on The Space Doctors!

Please click here to sign up

Already a member? Log in here