A study conducted by researchers in Switzerland found that a wine labelled with a difficult-to-read script was liked more by drinkers than the same wine carrying a simpler typeface. Spence’s own research has also found that consumers often associate rounder typefaces with sweeter tastes, while angular fonts tend to convey a salty, sour or bitter experience.
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The words used to describe a food, however, may do far more than make them sound enticing – they can make our mouths water. A study from the University of Cologne in Germany last year showed that by cleverly naming dishes with words that mimic the mouth movements when eating, restaurants could increase the palatability of the food. They found words that move from the front to the back of the mouth were more effective – such as the made up word “bodok”.
The effect seems to even work when reading silently, perhaps because the brain still stimulates the motor movements required to produce speech when reading. This masticatory effect, the authors suggest, gets our saliva glands working.