Shaping taste

Abstract

A growing body of empirical research on the crossmodal correspondences, that is, on the associations between abstract features that we share across the senses, demonstrates that people associate (gustatory) tastes and visual shape features in a non-random manner. Such abstract features of shapes (e.g., symmetry or curvature) can, under certain circumstances, guide our taste expectations and even taste experiences. Here, it is argued that the different dimensions of the shapes associated with our food experiences, such as the tableware (what some have called tablescapes), the way in which we plate the food, and the food itself, may all impact the expected and experienced taste of food. Further, we discuss how food experience designers (think chefs, culinary artists, and food companies) may capitalize on these recentlydiscovered correspondences when designing dining experiences and present directions for future research