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The bouba–kiki effect, kiki–bouba effect, or takete–maluma phenomenon is a non-arbitrary mental association between certain speech sounds and certain visual shapes. The most typical research finding is that people, when presented with nonsense words, tend to associate certain ones (like bouba and maluma) with a rounded shape and other ones (like kiki and takete) with a spiky shape.

Bouba/kiki effect - From Wikipedia, the free encyclopedia