The Sounds That Change How We Think

Picture two cartoon characters, one round and the other spiky. Which would you name Bouba, and which one, Kiki? And which do you then think is more outgoing?

Perhaps surprisingly, most of you will probably attribute the same name and characteristics to each of the shapes. A growing body of research suggests that people tend to make a range of judgments based on nothing but the sound of a word or name.

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