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Grounded in the knowledge of visual design and photography, this study examines the effects on viewers’ purchase intention of two visual design techniques used with food items in food advertising – repetition and alignment. We propose cross-modal correspondences between visual appeal and taste perception as a psychological mechanism in viewers’ visual information processing. Three studies were conducted to test the effects of the visual design principles and the proposed mediation of cross-modal correspondences. The findings of Study 1 and Study 2 reveal that repetition of food items enhanced viewers’ likelihood of purchasing the presented food through cross-modal responses between vision and taste. The findings of Study 3 show that triangular alignment of repeated food items generated a higher level of aesthetic experience and influences purchase intention through serial mediating effects of visual appeal and taste perception. Overall, the results of the three studies confirm the proposed mediation of cross-modal correspondences between vision and taste when individuals process a food image. Theoretical and practical implications for food styling in marketing communication are discussed.

Design matters: Cross-modal correspondences between vision and taste in food advertising