For example, look at the two shapes in Figure 3.7. The one on the left looks like a paint splat. The one on the right resembles a jagged piece of shattered glass. Now let me ask you, if you had to guess, which of these is a “bouba” and which is a “kiki”? There is no right answer, but odds are you picked the splat as “bouba” and the glass as “kiki.” I tried this in a large classroom recently, and 98 percent of the students made this choice. Now you might think this has something to do with the blob resembling the physical form of the letter B (for “bouba”) and the jagged thing resembling a K
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