 It was concluded that people had a strong preference to calling the jagged shapes “takete” rather than “baluba”.Many scientists today think this is a synesthetic cross-modal association between the shape of the object and the phonemic inflection that the word makes when forming the word in the mouth.A similar “bouba” and “Kiki” food-word association study tested the synesthetic cross-modal associations of words and food tastes in neurologically normal participants.