Lee and Spence’s work confirms how interrelated our sensory experiences are. They studied via an online project “the main effects of color hue and typeface curvilinearity in terms of modulating the strength of association with the four basic taste qualities (sweet, sour, salty, and bitter). . . . congruent pairings of color hue and typeface curvilinearity induced stronger taste associations. . . . Overall, the effects of color and typeface on taste expectations induced by text stimuli follow the documented patterns of hue–taste and curvilinearity–taste correspondences. Although both color and typeface exerted a significant effect on taste expectations, the evidence presented here suggests that the color scheme tends to dominate over typeface curvilinearity when determining the taste quality that people associate with a given text stimulus.”
Byron Lee and Charles Spence. “Combining Typeface and Color to Prime Specific Taste Expectations.” Psychology of Aesthetics, Creativity, and the Arts, in press, https://doi.org/10.1037/aca0000616