Synaesthesia is a curious anomaly of multisensory perception. When presented with stimulation in one sensory channel, in addition to the percept usually associated with that channel (inducer) a true synaesthetic experiences a second percept in another perceptual modality (concurrent). Although synaesthesia is not pathological, true synaesthetes are relatively rare and their synaesthetic associations tend to be quite idiosyncratic. For this reason, studying synaesthesia is difficult, but exciting new experimental results are beginning to clarify what makes the brain of synaesthetes special and the mechanisms that may produce the condition. Even more importantly, the related phenomenon known as ‘natural’ crossmodal associations is instead experienced by everyone, providing another useful domain for studying multisensory interactions with important implications for understanding our preferences for products in terms of spontaneously evoked associations, as well as for choosing appropriate names, labels, and packaging in marketing applications.