The idea that the four or five basic tastes bitter, sweet, sour, salty, and possibly also umami are in some way associated with particular colours is one that has widespread currency. The idea surfaces in many places, from the fiction of Borges Footnote1 through to innovative marketing campaigns such as the one orchestrated on behalf of Boss, a Belgian paint manufacturer
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The idea that the four or five basic tastes bitter, sweet, sour, salty, and possibly also umami are in some way associated with particular colours is one that has widespread currency. The idea surfaces in many places, from the fiction of Borges Footnote1 through to innovative marketing campaigns such as the one orchestrated on behalf of Boss, a Belgian paint manufacturer