Research on Taste Synesthesia Induced by the Shape of Food Package Bottles
Packaging act as the main medium for reaching viewers and conveying messages, when viewers inspect the packaging, they undergo a process of aesthetic evaluation and cognition. These packages should be able to induce the sense of taste through visual stimulation, more emphasis should be made on designs which will appeal to all five senses, since these senses are interrelated and form what psychologists referred to as synesthesia. In order to explore the synesthesia between the sense of visual and the sense of taste, packages in the form 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, the aim is to collect and observe the shape of existing food bottles; to categorize the type of tastes in bottled food, and to understand how different bottle shapes correspond to the taste of food contents. Phase Two involves exploring how viewers associate different tastes with different bottle shapes, and to evaluate the strength of association between bottle shapes and taste perception. The aim is to test how interviewees associate different bottle shapes with different tastes, and to identify viewers strength of association between food bottle shapes and taste perception, thus finding out how viewers portray the shape of the bottle should be for different tastes. The survey on bottle shapes and the taste of food contents shows that food contents with tastes such as “sour and “spicy all possessed the characteristics of a “bottle, where the mouth is slightly narrower and the body is slender. Food contents with tastes such as “bitter, “sweet-‘n-salty and “salty-sour-‘n-spicy all possessed the characteristics of a “can, where the mouth and the body are bigger, and the body is also shorter as well as been cylindrical. Food contents with a “bitter-sweet taste possessed the characteristics of a “can, where the mouth and the body are wide, and the body is cylindrically shaped. In addition to helping designers in coming up with designs for food package bottles, and thus to induce the correct taste association when viewers come in contact with the food package, it is also hoped that through this research, new concepts can be provided to art educationists in regards to sensory designs.
Bottle shapes Taste association Synesthesia
Regina W.Y. Wang Mu Chien Chou Chia Hsin Sun
Graduate School of Design, National Taiwan University of Science and Technology, Taiwan. Graduate School of Design, National Taiwan University of Science and Technology, Taiwan Department o Graduate School of Design, National Taiwan University of Science and Technology, Taiwan
国际会议
17th World Congress on Ergonomics(第十七届国际人类工效学大会)
北京
英文
1-9
2009-08-09（万方平台首次上网日期，不代表论文的发表时间）