Secrets of the brain, the senses & flavours

An enlightening video about synaethesia, a neurological condition whereby the sensory channels have sort of 'cross-lined' in the brain. Evident in about 1% of the population, and 8 times more common in creative professional, it offers insights into how we perceive things. Though studied since the 19th Century, it was only 'rediscovered' and re-affirmed in recent years.

It seems that most of us have a certain degree of this ability. At its core, it has given humans the ability to make metaphors, abstract associations - key to creativity and possibility the formation of language. It also highlights certain shared associations among all humans, which is also a most intriguing area to explore for the sensory design of a beverage.