"An example of this is the bouba/kiki effect. In an experiment first designed by Wolfgang Köhler, people are asked to choose which of two shapes is named bouba and which kiki. 95% to 98% of people choose kiki for the angular shape and bouba for the rounded one. Individuals on the island of Tenerife showed a similar preference between shapes called takete and maluma. Even 2.5 year-old children (too young to read) show this effect.[61]
Ramachandran and Hubbard suggest the kiki/bouba effect has implications for the evolution of language, because the naming of objects is not completely arbitrary.[28] The rounded shape may intuitively be named bouba because the mouth makes a more rounded shape to produce that sound, while a more taut, angular mouth shape is needed to articulate kiki. The sound of K is also harder and more forceful than that of B. Such "synesthesia-like mappings" suggest that this effect might be the neurological basis for sound symbolism, in which sounds are non-arbitrarily mapped to objects and actions in the world."
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