Predictive packaging design: Tasting shapes, typefaces, names, and sounds

• People tend to match tastes crossmodally to other sensory features.
• We assessed any influence of packaging sensory features on taste expectation.
• Rounded shapes, typefaces, and names, and low-pitched sounds enhance sweetness expectation.
• Angular shapes, typefaces, and names, and high-pitched sounds enhance sourness expectation.
• The different sensory features associated to a product’s packaging influence taste expectations.

Many studies have documented that people match a variety of tastes, aromas, and flavours crossmodally to other sensory features, such as abstract shapes, names, and speech sounds. These findings have had a significant impact on how the sensory attributes of product packaging are understood and how they can contribute to product communication and hence enhance brand value. Here, we report on a study designed to assess how rounded vs. angular shapes, typefaces, and names, and high vs. low pitched sounds, can be combined in order to convey information about the taste (sweetness and sourness) of a product. Our results support the view that “sweet” tastes are better expressed by means of rounded shapes, typefaces, and names, and low-pitched sounds, whereas “sour tastes” are better conveyed by means of angular shapes, typefaces, and names, and high-pitched sounds. These results are discussed in light of the literature on crossmodal correspondences and predictive packaging design.