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The Bouba-Kiki Effect
If you were looking at two shapes—specifically, a pointy, jagged polygon and an amoeboid-like splotch—which would you name "bouba," and which would you name "kiki"? In most scientific research, upwards of 90 percent of people will associate the pointy one with "kiki" and and the rounded one with "bouba." This worldwide phenomenon is known as the "Bouba-Kiki Effect" and has been recorded in many languages, and even with toddlers. Why most of us share the same tendency to link certain nonsensical visual and auditory stimuli isn't clear, but cognitive psychologists like Kelly McCormick have several compelling theories.
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