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MENTAL MODEL · M2585

Bouba/Kiki Effect

Bouba/Kiki Effect
Learn & MetacognitionHigh supportCognitive Psychology
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Version 1.0.0 · Updated 2026-07-30

CORE DEFINITION

Show people two images: one is a rounded, curvy shape, the other is a sharp, jagged shape. Ask which is called "Bouba" and which is called "Kiki"? Cross-cultural studies show that over 90% of people (regardless of language) will call the rounded one Bouba and the sharp one Kiki. -

SCAFFOLDING EFFECT

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Sensory synesthesia logic. - This proves a non-arbitrary connection between sound, shape, and meaning (synesthesia). When naming a brand or designing a logo, you must leverage this instinct: if you make skin-friendly cotton wipes, the name should be "Mumu" or "Lolo" (rounded sounds); if you make antivirus software or sports drinks,

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The articulatory posture of speech sounds (rounded lips, low frequency vs. dental sounds, high frequency) and visual shapes (rounded, soft vs. sharp, angular) share abstract dimensions in perception, triggering cross-modal synesthesia. This mapping is stable across cultures, indicating a non-arbitrary link between symbols and meaning.

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Source support: Explicit

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    zh.wikipedia.orghttps://zh.wikipedia.org/wiki/%E6%B3%A2%E5%B7%B4/%E5%A5%87%E5%A5%87%E6%95%88%E5%BA%94ZH · Explicit
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