許多食品的外觀都借助模具建立它的外觀，透過造形帶給消費者不同的食用體驗。學者提出雖然現階段設計師在食品產業中，職位定位主要負責容器或包裝設計，不過設計師仍然能通過對了解食品特性並與其他領域專家合作，透過設計思維使產品及食用體驗得到創新。
視覺形態為影響人們對食物的預測，本研究旨在透過感性工學的研究方法，針對現有的巧克力產品造形進行分析，以感性研究及感官對應理論為基礎，透過視覺感知實驗收集量化數據，利用統計分析了解視覺形態、預期味覺及口感的關係。
實驗對63個市售巧克力產品交由專家進行形態分析，建立設計特徵要素表，
利用直交設計針對要素（項目)及其變化（類目）找出有效樣本組合共18個，邀請60位受測者進行視覺感知實驗，利用觀察以評價不同造形特徵組合之樣本所帶來的預期味覺、預期口感。
研究結果發現，不同視覺形態的確會影響受測者的預期味覺及口感。導圓角的邊緣處理及厚度較厚的樣本，受測者之預期感受偏向甜味、「滑順的」；以直角的邊緣處理及較薄的樣本，受測者之預期味覺則偏向苦味及酸味，預期口感上更偏向「脆的」。

Experts pointed out that designer’s position in food industry is mainly responsible to container or packaging design, they are capable to innovate products and food experience through design thinking by understanding the characteristics of food and cooperating with researchers in the industry.
Visual form influences people’s predictions of food. This research aims to analyze the shape of existing chocolate products through kansei theory and collect quantitative data through visual perception experiments based on kansei engineering method. Statistical analysis was used to investigate the relationship between visual form, expected taste and mouthfeel perception.
In this study, 63 models of chocolate commodities were analyzed by using morphological analysis to obtain form features and its variables. A total of 18 valid samples were drawn up for the experiment by combining the result from morphological analysis into an orthogonal array. 60 participants joined the visual perception experiments and evaluate the expected taste and mouthfeel brought by the samples.
The results of the study found out different visual forms do affect the participant’s expected taste and mouthfeel. With round edges and thick samples, the participants tend to expect a sweeter and creamier chocolate but with sharp-edges and thinner samples, the participants tend to expect more bitterness, sourness, and the mouthfeel of snap.

Akiyama, M., Tatsuzaki, M., Michishita, T., Ichiki, T., Sumi, M., Ikeda, M., . . . Sagara, Y. (2012). Package Design of Ready-to-Drink Coffee Beverages Based on Food Kansei Model—Effects of Straw and Cognition Terms on Consumer’s Pleasantness. Food and Bioprocess Technology, 5(5), 1924-1938. Retrieved from https://doi.org/10.1007/s11947-011-0527-5. doi:10.1007/s11947-011-0527-5

Alley, R., & Alley, T. (1998). The Influence of Physical State and Color on Perceived Sweetness. The Journal of psychology, 132, 561-568. doi:10.1080/00223989809599289

Auvray, M., & Spence, C. (2008). The multisensory perception of flavor. Consciousness and Cognition, 17(3), 1016-1031. doi:10.1016/j.concog.2007.06.005

Bremner, A., Caparos, S., Davidoff, J., Fockert, J., Linnell, K., & Spence, C. (2012). "Bouba" and "Kiki" in Namibia? A remote culture make similar shape-sound matches, but different shape-taste matches to Westerners. Cognition, 126. doi:10.1016/j.cognition.2012.09.007

Cardello, A. V. (1994). Consumer expectations and their role in food acceptance. In Measurement of food preferences (pp. 253-297): Springer.

Carvalho, F. M., & Spence, C. (2018). The shape of the cup influences aroma, taste, and hedonic judgements of specialty coffee. Food Quality and Preference, 68, 315-321. doi:10.1016/j.foodqual.2018.04.003

Carvalho, F. R., Moors, P., Wagemans, J., & Spence, C. (2017). The Influence of Color on the Consumer’s Experience of Beer. Frontiers in Psychology, 8(2205). doi:10.3389/fpsyg.2017.02205

Chang, C.-H. (1988). THE PROCESS OF- KNOWING AND THE PROCESS OF TEACHING: A HISTORICAL REVIEW OF THE DEVELOPMENT OF COGNITIVE PSYCHOLOGY AND ITS IMPACT ON SCHOOL EDUCATION. Bulletin of Educational Psychology,.

Chiu, Y. F. (1999). Form Principle: Yi Fong Tang Publisher.

Collier, G. L. (1996). Affective synesthesia: Extracting emotion space from simple perceptual stimuli. Motivation and emotion, 20(1), 1-32.
De Pelsmaeker, S., De Clercq, G., Gellynck, X., & Schouteten, J. J. (2019). Development of a sensory wheel and lexicon for chocolate. Food Research International, 116, 1183-1191.doi:https://doi.org/10.1016/j.foodres.2018.09.063

Fenko, A., de Vries, R., & van Rompay, T. (2018). How Strong Is Your Coffee? The Influence of Visual Metaphors and Textual Claims on Consumers' Flavor Perception and Product Evaluation. Frontiers in Psychology, 9(53). doi:10.3389/fpsyg.2018.00053

Ikeda, G., Nagai, H., & Sagara, Y. (2004). Development of Food Kansei Model and Its Application for Designing Tastes and Flavors of Green Tea Beverage. Food Science and Technology Research, 10(4), 396-404. doi:10.3136/fstr.10.396

Li, J. S. (1999). Vision and Cognition-Visual Perception and Visual Motor System (L. Jiang-Shan Ed. 1st Edition ed.). Taipei,Taiwan: Yuan-Liou Publishing Co., Ltd.

Nagamachi, M. (1995). Kansei engineering: a new ergonomic consumer-oriented technology for product development. International Journal of Industrial Ergonomics, 15(1), 3-11.

Schifferstein, R. (2016). What design can bring to the food industry. International Journal of Food Design, 1, 103-134(132). doi:10.1386/ijfd.1.2.103_1

Velasco, C., Woods, A. T., Deroy, O., & Spence, C. (2015). Hedonic mediation of the crossmodal correspondence between taste and shape. Food Quality and Preference, 41, 151-158. doi:https://doi.org/10.1016/j.foodqual.2014.11.010
Wang, Q. J., Reinoso Carvalho, F., Persoone, D., & Spence, C. (2017). Assessing the effect of shape on the evaluation of expected and actual chocolate flavour. Flavour, 6(1), 2. doi:10.1186/s13411-017-0052-1

Wen-Ching, S., Jen, Y., & Chang-Franw, L. (2007). Application of Semiotics and Cognitive Psychology to Visual Design. Journal of Humanities and Social Sciences, 3(1), 95-104.