Kiki and bouba is a concept in linguistics where people associate certain sounds with certain shapes. Sharp, angular shapes are associated with sounds such as kiki; soft, rounded shapes are associated
with bouba. This correlation has proved to be true in many languages, including English. Since then it's been thought that kiki and bouba are a type of ideasthesia, a concept where people associate a word with colors, shapes, and other concepts. This means every person will make associations between colors, shapes, sounds, and other concepts that may differ from another person's. But generally, people can agree which things are kiki and which are bouba.
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