EUN KYO HONG




Documentation book, 2019.
Broadside booklet, 2019.
Sticker design, 2020.

What does taste look like?

Our olfactory and gustatory systems are greatly linked to our emotions and memories. More specifically, certain tastes and smells generate a particular emotional response from our brains. Mandoo, which is a traditional Korean dumpling that I eat every new year, gives off a strong smell of spicy bulgogi, scallions, and rice cake. The taste and smell of it evoke a feeling of love and affection in me, and remind me of the times I spent with my family every year.

The emotional role that taste plays makes it essential to consider forming a deeper connection between the gastronomic world and the field of design. To most people, the understanding of taste is largely based on the five categories of sweet, salty, sour, bitter, and umami. For my thesis project, I want to integrate design and taste. What does taste look like? What does “sweet” look like? Is there a way to visually translate a certain taste? What is the relationship between taste and graphic design?

A combination of objective characteristics and personal associations with each taste will influence my work. According to studies, people tend to associate gustatory shapes with visual shapes and colors in a non-random manner. For example, round shapes and the color pink are associated with the sweet taste, while angular shapes and the color yellow are associated with the sour taste. Using the relationship between taste and graphic elements, I will be creating a visual system.