Figure 5
From: Assessing the shape symbolism of the taste, flavour, and texture of foods and beverages
Figure showing the results of recent research in which participants had to rate the individual attributes of a range of aged cheeses (aroma, taste/flavour, oral-somatosensory texture, and overall experience) using response scales anchored by the organic and angular shapes. The results show that the taste element of the overall flavour drove participants’ cross-modal associations. Ideally, the positioning of the anchors for these scales (for example, on the left or right of the page) should be randomized in order to control for any left-right biasing effects [39].