Sensual Taste—Color Associations and Their Link to Temperament

Ksenia Szott, Marzena Krzywda, Jacek Strojny, Piotr Tomasik

Abstract


The following taste – color associations were found as statistically significant at the 0.05 level: sweetness – red + orange, saltiness – blue + violet; sourness – yellow, bitterness – violet + blue and umami – violet + greenish –blue + blue. Six types of temperament were elucidated by analysis of the EAS temperamental questionnaire. They are: F1 persons with unstable, short psyche susceptible to be thrown off his balance; F2 persons busy, bursting with energy, impetuous but relatively easy to get into panic; F3 persons reclusive, susceptible to irritation and frustration; F4 persons social, difficult to throw of his balance, dislike to be in hurry; F5 persons preferring to stay and work in a team, impulsive and F6 persons feeling unsafe, susceptible to stress. Temperament of so classified respondents did not correlate with establish color – taste associations. 


Keywords


Bitterness; Saltiness; Sourness; Sweetness; Umami

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References


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DOI: http://dx.doi.org/10.3968/3940

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