Association of emojis to the five basic tastes (sweet, salty, sour, bitter and umami)

• Published in: Food quality and preference 2024-08, Vol.117, p.105177, Article 105177
• Main Authors: Reis Rocha, Lenízy Cristina, Passos, Louise Paiva, Silas Souza, Alexandre Henrique, Amorim, Katiúcia Alves, Rodrigues, Jéssica Ferreira, Pinheiro, Ana Carla Marques
• Format: Article
• Language: English
• Subjects: Digital communication; Emoji language; Taste perception
• ISSN: 0950-3293; 1873-6343
• DOI: 10.1016/j.foodqual.2024.105177

•Connection between basic tastes and emojis revealed.•Umami taste is perceived as fascinating and impressive.•The population recognizes the umami flavor in various foods. The increasing prevalence of computer-mediated communication has given rise to a pictogram known as emojis, offering an intuitive and informal means of conveying emojis and attitudes. This study aimed to establish a communication code linking basic tastes to emojis, as a way to facilitate the externalization of emotions. It explored how emojis correspond to basic tastes, focusing on consumers' perception of the umami taste through food emojis. An online survey involving 285 voluntvb bveers was performed. The questionnaire consisted of 42 questions, with 41 aimed at associating emojis with the five basic tastes; and one focused on associating food emojis with the umami taste. The results emphasized an inherent connection between certain emojis and basic tastes. Bitter and sour tastes were predominantly associated with emojis conveying negative feelings, while sweet and salty tastes were linked with positive emojis. Additionally, the umami taste was characterized by emojis expressing notions of something incredible, fascinating, impressive, or exciting. Respondents predominantly associated the following food emojis with the umami taste: cheese, instant noodles, bacon, popcorn, pizza, sushi, and red meat. This research delved into the connection between taste perception and emotional expression through emojis, demonstrating how these digital symbols effectively capture human taste expressions. The findings underscore a clear association between basic tastes and specific emojis, highlighting consumers' awareness of foods rich in umami taste. The results of this study indicate the potential of using non-verbal, digital and simplified communication for use in sensory analysis related to the perception of basic tastes.