When people are shown a spiky shape next to a rounded one and asked which shape is called "kiki" and which one is "bouba," people from all kinds of cultures overwhelmingly associate "bouba" with the ...

To humans, some words seem to fit better with sharp shapes or round shapes – and the same seems to be true for baby chicks. Research has shown that people tend to associate the nonsense word “bouba” ...

Have you ever heard the made-up words “bouba” and “kiki” and somehow felt that one sounds soft while the other sounds sharp? It may seem like a tiny party trick, but scientists have long treated this ...

Regardless of your cultural background, your personal experiences, or your mother tongue, you will almost certainly associate the nonsense word "kiki" with a spiky, jagged shape, while "bouba" seems ...