<p>The Kiki-Bouba effect is a phenomenon where people tend to associate certain sounds with specific shapes. When shown a sharp, angular shape and a soft, rounded shape, and asked which is named &quot;Kiki&quot; and which is &quot;Bouba,&quot; most people will label the sharp shape as &quot;Kiki&quot; and the rounded shape as &quot;Bouba.&quot; This effect suggests that there is a universal, possibly innate connection between speech sounds and the visual appearance of objects.</p><p>This effect is seen across multiple languages and cultures and even observed in children and people born blind.</p><p>We connect the kiki/bouba effect to past research we’ve conducted on which boys names and girls names would win in a fight? We surveyed over 500 people per survey and gave them random name pairings and asked who would win in a fight (eg, “David vs. Anthony… who would win in a fight?”). We also connect it to another survey we ran on which letters would win in a fight. Similar setup (eg, “X vs. W… who would win in a fight?”)</p><p>Check out the video version of this episode on <a href='https://youtu.be/SJ6jzCDUKAY'>YouTube</a>.</p>