Which one of these shapes is Booba, and which one is Kiki? According to Wolfgang Köhler's Booba/Kiki effect study, roughly 95% of people choose "kiki" for the sharp, angular shape and "booba" for the soft, rounded one. Even children as young as 2.5 demonstrated the Booba/Kiki effect. "But, how is that related to branding?" you …
Phonetic symbolism and naming
