2. Main intermodal connections between colors and directions

This second part looks more specifically at the interactions between vision, particularly color vision, and the other senses. Sight is a sense of anticipation: it is the first sensory information we receive from our environment. Looking allows us to :

• to understand this environment;

• anticipate events;

• position ourselves to understand our surroundings.

To look at a given product is to imagine all its promises. Shape parameters, colors, logos and packaging fonts are all elements that consumers instinctively memorize and analyze.