The Bouba/kiki Effect
Published 16 Dec 2016. Tags: language.
In 2001, Vilayanur S. Ramachandran and Edward Hubbard repeated Köhler’s experiment using the words “kiki” and “bouba” and asked American college undergraduates and Tamil speakers in India “Which of these shapes is bouba and which is kiki?” In both groups, 95% to 98% selected the curvy shape as “bouba” and the jagged one as “kiki”, suggesting that the human brain somehow attaches abstract meanings to the shapes and sounds in a consistent way.
Continued in the Wikipedia article.