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cross-modal

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    Priming & Exposure Entry #0733

    The reason a rounded typeface makes a snack taste sweeter

    Rounded letterforms prime sweetness via cross-modal correspondence, causing the brain to transfer the visual quality of the font onto the taste of the product.

    Adept
    The hidden part #0733

    A rounded letter is a sweetness cue the tongue trusts before the first bite. The font shapes the flavour; the flavour confirms the font.

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    Scent Marketing Entry #1063

    Why an identical scent seems upmarket in one shop and budget in another

    The visual context frames how the nose interprets the aroma, so the same scent reads as lavish or cheap depending on the store around it.

    Novice
    The hidden part #1063

    The jasmine does not change — the shop changes, and the shop tells the nose what to think.

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    Tactile Influence Entry #1031

    The reason a wine bottle grows heavier at the higher price

    A heavier bottle primes the hand for premium quality, so the glass does the selling before the cork is pulled.

    Adept
    The hidden part #1031

    The tongue tastes wine — but the hand tastes the bottle first, and the heavier glass writes the review.

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    Sound Design Entry #1021

    Why the pop of a can is used in an advert with no can in it

    The pop triggers a sensory memory of cold refreshment, so the sound alone delivers the thirst cue the visual cannot match.

    Novice
    The hidden part #1021

    The pop does not sell the can — it sells the cold, and the cold is felt in the ear before the hand ever reaches for the fridge.

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