Visual and verbal elements should not contradict each other. This means that a person should easily establish a correspondence between the sound and image of the text and vice versa. This connection is called the "bouba-kiki" effect.
It was discovered by German-American el salvador telegram number database psychologist Wolfgang Koehler in 1929 after an experiment on the island of Tenerife. Participants were shown two figures and asked to choose a name for each: Kiki or Bouba.
Figures for the survey
Most participants named the soft-edged figure Buba, and the sharp-edged one Kiki. In English, the word kiki has more sharp angles and straight lines, and is pronounced more sharply. The word buba, on the other hand, looks round and soft.
In branding, the "bouba-kiki" effect can often be found in the food industry. For example, energy drinks often have sharp names with ringing and growling sounds - Bull, Red Burn. And chocolate - phonetically "smoother" names: Lindt, Milka, Alpen Gold.