• Searching for flavor labels in food products: the influence of color-flavor congruence and association strength 

      Velasco, Carlos; Wan, Xiaoang; Knöferle, Klemens; Zhou, Xi; Salgado-Montejo, Alejandro; Spence, Charles (Journal article; Peer reviewed, 2015)
      Prior research provides robust support for the existence of a number of associations between colors and flavors. In the present study, we examined whether congruent (vs. incongruent) combinations of product packaging colors ...
    • 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 ...