For those who don't get it, it's based on a studies showing that people naturally attach arbitrary sounds to shapes depending on pronunciation.

Most famously, when asked to associate random words with shapes, the overwhelming majority will naturally pair "bouba" with a more rounded shape and "kiki" with the pointy shape. And this is true for basically everybody, adults, children, and all around the world.

Look it up, it's pretty neat

https://en.wikipedia.org/wiki/Bouba/kiki_effect

You clever son of a bitch.