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recyclable coffee bags	Bruce 2024-11-8	0155	Bruce 2024-11-8 17:20
The authors of the research paper believe packaging designers should match design elements, such as typeface, with product sensory attributes to better communicate the brand and product components to the consumer.	Bruce 2024-11-8	0162	Bruce 2024-11-8 17:20
This research shows typeface has a definite influence on people��s sensory perceptions and judgements.	Bruce 2024-11-8	0145	Bruce 2024-11-8 17:20
Alternatively, those in the round typeface groups generally found the coffee to be sweeter.	Bruce 2024-11-8	0147	Bruce 2024-11-8 17:19
Before and after sampling, participants in the group given the angular typeface bags expected and perceived the coffee to be more acidic.	Bruce 2024-11-8	0128	Bruce 2024-11-8 17:19
Then, after sampling the coffee, they were questioned about their perceptions of sweetness and acidity.	Bruce 2024-11-8	0122	Bruce 2024-11-8 17:19
Participants were first asked to fill out a survey to determine their expectations based on the visual impressions of the packaging.	Bruce 2024-11-8	0132	Bruce 2024-11-8 17:19
The coffee was brewed in a V60 and the only difference was the typeface on the packaging.	Bruce 2024-11-8	0128	Bruce 2024-11-8 17:18
The coffee inside both bags was exactly the same: a micro-lot, natural processed Obata from Mococa, Mogiana in S?o Paulo.	Bruce 2024-11-8	0132	Bruce 2024-11-8 17:18
Half were given coffee in packaging that displayed an angular typeface, while the other half had coffee in packaging that showcased a rounded typeface.	Bruce 2024-11-8	0125	Bruce 2024-11-8 17:18
Their study consisted of 146 participants who were split into groups of 12.	Bruce 2024-11-8	0125	Bruce 2024-11-8 17:18
Additional research carried out by the universities of Lavras and Campinas in Brazil supports these findings.	Bruce 2024-11-8	0136	Bruce 2024-11-8 17:17
Supporting studies	Bruce 2024-11-8	0133	Bruce 2024-11-8 17:17
For example, it refers to how the visual shape of an object, either round or spiky, is linked to the shape that our lips make when we say that corresponding word �C either open and rounded, or narrow and wide.	Bruce 2024-11-8	0135	Bruce 2024-11-8 17:17
This effect is thought to come from the phonetic and articulatory features of the words.	Bruce 2024-11-8	0124	Bruce 2024-11-8 17:17
This is known as the bouba-kiki effect.	Bruce 2024-11-8	0135	Bruce 2024-11-8 17:16
For example, people tend to associate sharp, angular lines with crisper, more acidic sourness. Whereas softer, more rounded curves lead people to think of sweeter, more mellow flavour notes.	Bruce 2024-11-8	0191	Bruce 2024-11-8 17:16
In particular, the roundness �C or curvilinearity �C of lines had an impact on consumers�� expectations and perceptions.	Bruce 2024-11-8	0110	Bruce 2024-11-8 17:16
Essentially, the research found the psychological effects of typeface on customer expectations were significant.	Bruce 2024-11-8	0119	Bruce 2024-11-8 17:16
��It seems reasonable to suggest that typefaces might be associated with specific taste properties as well,�� Velasco explains.	Bruce 2024-11-8	0124	Bruce 2024-11-8 17:15

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