Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/89351
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dc.contributor.authorVelasco, Carlosen
dc.contributor.authorHyndman, Sarahen
dc.contributor.authorSpence, Charlesen
dc.date.accessioned2018-05-30T06:27:35Zen
dc.date.accessioned2019-12-06T17:23:34Z-
dc.date.available2018-05-30T06:27:35Zen
dc.date.available2019-12-06T17:23:34Z-
dc.date.issued2017en
dc.identifier.citationVelasco, C., Hyndman, S., & Spence, C. (2018). The role of typeface curvilinearity on taste expectations and perception. International Journal of Gastronomy and Food Science, 11, 63-74.en
dc.identifier.issn1878-450Xen
dc.identifier.urihttps://hdl.handle.net/10356/89351-
dc.description.abstractPeople 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 features are matched with tastes such as bitter and sour instead. Given the range of visual aesthetic features that have been shown to be associated with typeface designs, it would seem reasonable to suggest that typefaces might therefore be associated with specific taste properties as well. Should that be the case, one might then wonder whether viewing text presented in, say, a rounder typeface would also potentially influence the perception of sweetness, as compared to viewing the same information when presented in a more angular typeface. Here, we summarize the latest findings supporting the existence of a crossmodal correspondence between typeface features, in particular curvilinearity, and basic tastes. Moreover, we present initial evidence that suggests that, under certain circumstances, typeface curvilinearity can influence taste ratings. Given such evidence, it can be argued that typeface may well be an important, if often neglected, aspect of our everyday lives which can be potentially useful in the design of food and drink product and brand experiences.en
dc.format.extent47 p.en
dc.language.isoenen
dc.relation.ispartofseriesInternational Journal of Gastronomy and Food Scienceen
dc.rights© 2017 Elsevier B.V. This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Gastronomy and Food Science, Elsevier B.V. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1016/j.ijgfs.2017.11.007].en
dc.subjectCrossmodal Correspondencesen
dc.subjectTypefaceen
dc.titleThe role of typeface curvilinearity on taste expectations and perceptionen
dc.typeJournal Articleen
dc.contributor.schoolNanyang Business Schoolen
dc.contributor.organizationInstitute on Asian Consumer Insighten
dc.identifier.doi10.1016/j.ijgfs.2017.11.007en
dc.description.versionAccepted versionen
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item.grantfulltextopen-
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