Crossmodal correspondences between the shapes and brightness of Chinese characters and taste perception / Wang Wanlu

Wang, Wanlu (2017) Crossmodal correspondences between the shapes and brightness of Chinese characters and taste perception / Wang Wanlu. Masters thesis, University of Malaya.

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Abstract

Past researchers have designed experiments to explore crossmodal correspondences between different tastes and sensory modalities including visual modalities (e.g., abstract shapes and colour) and non-visual modalities (e.g., speech sounds). Besides, previous research has documented that typefaces can convey meaning beyond their actual semantic on packaging. Hence, the aim of this study is to explore the corresponding relationships between the visual features of Chinese character typeface and the tastes perception. As a significant writing system, Chinese characters are logograms used in the writing of Chinese and some other Asian languages. It is not only the carrier of visual information but also of visual symbol. This study examines the influence of Chinese character design on taste impressions. In this study, Chinese typeface (Chinese Character) as visual symbol is primary research object. followed by its aesthetics, psychology and marketing and other related components. Here, the study designed to test how different typeface shapes (angular, rounded) and different typeface brightness (high brightness, low brightness) can convey different tastes information such as level of intensity and mildness. In other words, the research utilizes basic visual elements shape and brightness (colour) combination typeface to test the crossmodal correspondences between the shapes and brightness of Chinese character and taste perception. The hypotheses of this study are about Chinese character with angular shape and low brightness and Chinese character with rounded shape and high brightness. The findings supported the hypotheses in proving that will improve the quality of food packaging design in terms of guiding consumer perception about food product value.

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