Analysis of crossmodal correspondences between taste and vision on shape "complexity"

Abstract

Recently, crossmodal correspondences between taste and vision have been drawing attention for the aim of improving diet. Crossmodal correspondence refers a compatibility effect between attributes or dimensions of a stimulus in different sensory modalities. In this study, we aim to verify crossmodal correspondences by using “complexity”. First, we generated cupholders having “complexity” as visual stimuli and used orange juice as taste stimuli. Next, we conducted an experiment in which subjects evaluate the taste. As a result, a negative correlation between “complexity” and sweetness, and a positive correlation between “complexity” and sourness were confirmed.