Fig. 1
From: Visual communication via the design of food and beverage packaging
adapted from Schloss et al. (2018)
Distinction between colour–flavour associations and inferred mappings, showing colour–flavour association strengths for flavours ‘Cheese and onion’ and ‘Salt and vinegar’ with crisp packaging colours blue, green, and pinkish-purple (thicker lines connecting flavours with colours indicate stronger associations). What such a hypothetical situation highlights is how the colour–flavour mapping may result from inference rather than direct association. Figure