Kiki Bouba

The Kiki Bouba effect was first conducted on the island of Tenerife, by Wolfgang Köhler in 1929. He showed forms similar to those shown above, and found a strong preference to pair the jagged shape with the word Takete and the rounded shape with the word Baluba. In 2001, the experiment was repeated using the words Kiki and Bouba and asked large numbers of subjects Which of these shapes is bouba and which is kiki? 98% picked the curvy shape as bouba and the jagged one as kiki, suggesting that the human brain is somehow able to extract abstract properties from the shapes and sounds.