• The role of typeface curvilinearity on taste expectations and perception 

      Velasco, Carlos; Hyndman, Sarah; Spence, Charles (Journal article; Peer reviewed, 2018)
      People associate specific shape properties with basic taste attributes (such as sweet, bitter, and sour). It has been suggested that more preferred visual aesthetic features are matched to sweetness whereas less-preferred ...
    • The shapes associated with the concept of ‘sweet and sour’ foods 

      Velasco, Carlos; Beh, Eric J.; Le, Tiffany; Marmolejo-Ramos, Fernando (Journal article; Peer reviewed, 2018)
      Research on taste-shape correspondences has focused on one-to-one taste/shape matching tasks. However, foods and drinks tend to involve multiple shapes (or shape attributes) and tastes that co-occur at different moments ...
    • The taste of typefaces in different countries and languages 

      Velasco, Carlos; Woods, Andy T.; Wan, Xiaoang; Salgado-Montejo, Alejandro; Bernal-Torres, Cesar; Cheok, Adrian David; Spence, Charles (Journal article; Peer reviewed, 2018)
      People associate tastes and taste words (e.g., “bitter,” “sweet,” etc.) with shape features in predictable ways. In the present study, we evaluate how the curvature and boldness of typeface influences the gustatory taste ...