Filtered dossier

sensory-priming

  • 2 / 2
  • No visual on file
    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.

    Open file
  • No visual on file
    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.

    Open file