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In this study, we investigated the nature of cross-modal associations between colors and vowels. In Experiment 1, we examined the patterns of synesthetic correspondence between colors and vowels in a perceptual similarity experiment. The results were as follows: red was chosen for /a/, yellow was chosen for /i/, and blue was chosen for /o/ significantly more than any other vowels. Interestingly this pattern of correspondence is similar to the pattern of colored hearing reported by synesthetes. In Experiment 2, we investigated the robustness of these cross-modal associations using an implicit association test (IAT). A clear congruence effect was found. Participants responded faster in congruent conditions (/i/ and yellow, /o/ and blue) than in incongruent conditions (/i/ and blue, /o/ and yellow). This result suggests that the weak synesthesia between vowels and colors in non-synesthtes is not the fact of mere conscious choice, but reflects some underlying implicit associations.

A Psychological Experiment on the Correspondence between Colors and Voiced Vowels in Non-synesthetes'