Abstract
An ideal food package is supposed to make viewers associate it with some perception of tastes through visual stimulation. Human sensory system is interrelated. People link their senses through sensory organs or have associations among senses, and this is what we call "synesthesia". In order to explore the synesthesia between sense of sight and taste, packages in the shape of bottles were selected as samples for this study. The objective of the study is to explore the association between the shape of bottles and the sense of taste, and the research is divided into two phases. Phase One consists of conducting market surveys on the interrelationship between the shape of bottles and the taste of food contents. Phase Two involves exploring how viewers associate different tastes with varied bottle shapes, and evaluating the strength of association between bottle shapes and taste perception.
