It Turns Out The 'Mil/Mal Effect' Could Affect Your Food Choices

Would you rather eat a Teek or a Blorogo?

Ever heard of the names “kiko” and “bouba”?

These are made-up nouns that scientists invented to test how we link images to language. When people are shown a blobby shape and a spiky shape, then asked which one suits “kiko” and which is a better match for “bouba”, they overwhelmingly dub the round one “bouba”.

Its sharper sibling is often seen as more of a “kiko”, meanwhile. This result is consistent across languages and cultures.

And it seems a similar phenomenon called the “mil/mal effect” might even change how we choose our food.

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