Abstract
Recently, it has been demonstrated that people associate each of the basic tastes (e.g., sweet, sour, bitter, and salty) with specific colors (e.g., red, green, black, and white). In the present study, we investigated whether pairs of colors (both associated with a particular taste or taste word) would give rise to stronger associations relative to pairs of colors that were associated with different tastes. We replicate the findings of previous studies highlighting the existence of a robust crossmodal correspondence between individual colors and basic tastes. However, while there was evidence that pairs of colors could indeed communicate taste information more consistently than single colors, our participants took more than twice as long to match the color pairs with tastes than the single colors. Possible reasons for these results are discussed.
Highlights
Spence et al (2015) recently summarized the literature documenting the existence of robust crossmodal correspondences between colors and basic tastes or taste words (Spence, 2011, 2012a)
We start by analyzing the data from the eight single color trials, before analyzing the data from the color pairs
Analysis of the results of the present study confirmed previous findings highlighting the existence of robust crossmodal correspondences between individual colors and basic taste
Summary
Spence et al (2015) recently summarized the literature documenting the existence of robust crossmodal correspondences between colors (or color words) and basic tastes or taste words (Spence, 2011, 2012a). They reported that across a number of studies conducted over the last 30 years or so, people have been shown to reliably associate certain colors with specific basic tastes (see Table 1, for a summary). Based on the summary provided by Spence et al (2015) and the color-taste recommendations for designers specified in Favre and November (1979).
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