Figure 2From: Assessing the shape symbolism of the taste, flavour, and texture of foods and beveragesWhich of these shapes is called ‘Baluma;’ (or ‘Maluma’ or ‘Bouba’) and which is called ‘Takete’ (or ‘Kiki’ [[25]]). The majority of people around the world pair the more organic amoeba-like shape with the ‘rounded’ speech sounds of ‘Baluma’.Back to article page