German American psychologist Wolfgang Köhler referred to Uznadze's experiment in a 1929 book which showed two forms and asked readers which shape was called "takete" and which was called "maluma". He speculates that there must therefore be certain regularities "which the human soul follows in the process of name-giving". Uznadze points out that this is significantly more overlap than one could expect, given the high number of possible words. For three others, the percentages were 40%. For one particular drawing, 45% picked the same word. He develops a theory of four factors that influence the way names for objects are decided. He also describes situations where participants described very specific forms that they associated with a nonsense word, without reference to the shown drawings. He describes the different "strategies" participants developed to match words to drawings and quotes their reasoning. He conducted an experiment with 10 participants who were given a list with nonsense words, shown six drawings for five seconds each, then had to pick a name for the drawing from the list of given words. This effect was first observed by Georgian psychologist Dimitri Uznadze in a 1924 paper. The bouba/kiki effect is one form of sound symbolism. The effect was investigated using fMRI in 2018. It has also been shown to occur with familiar names. There is a strong general tendency towards the effect worldwide it has been robustly confirmed across a majority of cultures and languages in which it has been researched, for example including among English-speaking American university students, Tamil speakers in India, speakers of certain languages with no writing system, young children, infants, and (though to a much lesser degree) individuals who are congenitally blind. Its discovery dates back to the 1920s, when psychologists documented experimental participants as connecting nonsense words to shapes in consistent ways. Most narrowly, it is the tendency for people, when presented with the nonsense words bouba / ˈ b uː b ə/ and kiki / ˈ k iː k iː/, to associate bouba with a rounded shape and kiki with a spiky shape. The bouba/kiki effect, or kiki/bouba effect, is a non-arbitrary mental association between certain speech sounds and certain visual shapes. When given the names "kiki" and "bouba", many cultural and linguistic communities worldwide robustly tend to label the shape on the left "kiki" and the one on the right "bouba".
Non-arbitrary attachment of sounds to object shapes This picture is used as a test to demonstrate that people may not attach sounds to shapes arbitrarily.
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