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Supporting studies	Bruce 2024-11-8	03	Bruce 2024-11-8 17:17
For example, it refers to how the visual shape of an object, either round or spiky, is linked to the shape that our lips make when we say that corresponding word �C either open and rounded, or narrow and wide.	Bruce 2024-11-8	02	Bruce 2024-11-8 17:17
This effect is thought to come from the phonetic and articulatory features of the words.	Bruce 2024-11-8	05	Bruce 2024-11-8 17:17
This is known as the bouba-kiki effect.	Bruce 2024-11-8	06	Bruce 2024-11-8 17:16
For example, people tend to associate sharp, angular lines with crisper, more acidic sourness. Whereas softer, more rounded curves lead people to think of sweeter, more mellow flavour notes.	Bruce 2024-11-8	08	Bruce 2024-11-8 17:16
In particular, the roundness �C or curvilinearity �C of lines had an impact on consumers�� expectations and perceptions.	Bruce 2024-11-8	02	Bruce 2024-11-8 17:16
Essentially, the research found the psychological effects of typeface on customer expectations were significant.	Bruce 2024-11-8	03	Bruce 2024-11-8 17:16
��It seems reasonable to suggest that typefaces might be associated with specific taste properties as well,�� Velasco explains.	Bruce 2024-11-8	03	Bruce 2024-11-8 17:15
He revealed that people associate specific shape properties with basic taste attributes, such as sweet, bitter, and sour.	Bruce 2024-11-8	02	Bruce 2024-11-8 17:15
Dr Carlos Velasco, a marketing professor at BI Norwegian Business School, has researched how typeface may influence consumer expectations for taste.	Bruce 2024-11-8	011	Bruce 2024-11-8 17:15
How does typeface influence perceptions of coffee?	Bruce 2024-11-8	04	Bruce 2024-11-8 17:15
sustainable coffee bags	Bruce 2024-11-8	02	Bruce 2024-11-8 17:14
From a branding perspective, this could translate to a situation where customers expect certain characteristics due to the design on the packaging.	Bruce 2024-11-8	04	Bruce 2024-11-8 17:14
If, on the other hand, a bleating sound is played, the mind will register it as incorrect as it does not connect the image of a cow to the sound of a sheep.	Bruce 2024-11-8	06	Bruce 2024-11-8 17:14
For example, when presented with a cow, customers will often associate it with the ��moo�� sound.	Bruce 2024-11-8	02	Bruce 2024-11-8 17:14
Essentially, this refers to the concept of subconsciously relating one object to another, whether it be sound, sight, or smell.	Bruce 2024-11-8	06	Bruce 2024-11-8 17:13
Further studies have shown typeface can build customer expectations through semantic congruence.	Bruce 2024-11-8	04	Bruce 2024-11-8 17:13
Interestingly, he found they believed some fonts were more trustworthy than others.	Bruce 2024-11-8	03	Bruce 2024-11-8 17:13
He then asked readers whether they agreed or disagreed with the information.	Bruce 2024-11-8	03	Bruce 2024-11-8 17:13
Professor David Dunning conducted an experiment by presenting the same New York Times article in a variety of fonts.	Bruce 2024-11-8	05	Bruce 2024-11-8 17:13

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