Culinary Vocabulary
A writer’s resource
August 2011
Culinary Vocabulary
• What is it?
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A resource to provide inspiration for highly descriptive, emotive, and sensorial writing
A collaborative work-in-progress that we can contribute to over time
• Why was this created?
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It is easy to fall into the trap of using the same old lackluster words
A broader vocabulary will allow us to write richer concept narratives and other materials
This will help us with our mission of bringing ideas to life
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• How to use it
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Grouped by Culinary Shift, Cookbook Category, and Life Driver
A reference tool for writing more original concept narratives and other materials
A thesaurus for describing similar concepts or platforms with different wording
A springboard to inspire new ways of describing or looking at an idea
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Table of Contents
• Emotive/Hedonic Words by Culinary Shift
• Sensorial Cookbook (Words by Food Category)
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Beverages
Eggs and Dairy
Bread and Pasta
Fruits and Vegetables
Soups and Sauces
Fish and Seafood
Dessert
Page 14–16
Page 17–19
Page 20–22
Page 23–25
Page 26–31
Page 32–34
Page 35–37
• General Culinary Vocabulary
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Descriptors
Action Words
Color
Temperature
Amount
Page 4–12
Page 13–37
Page 38–45
Page 39
Page 40
Page 41–43
Page 44
Page 45
• Appendix: Emotive/Hedonic Words by LifeDriver
Page 46–54
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Culinary Shifts
4
Community Connected
Authentic, backyard, classic, collaborative, concerned,
conscientious, comforting, community, compostable,
connected, country, earthy, eco-friendly, family-owned,
family-style, farm-fresh, farmers’ market, fisherman, fresh,
from-the-source, garden, garden-fresh, generational,
genuine, good, grassroots, handcrafted, handed-down,
heartland, heartwarming, holistic, hometown, homey,
honest, indigenous, intimate, just-picked, kind, local,
market, motherland, neighborhood, old-country, organic,
peasant, preserved, real, regional, seasonal, shared, smallbatch, social, sourced, storied, supported, sustainable,
time-honored, traditional, true, trustworthy, welcoming,
whole.
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More With Less
Affordable, anti-consumerism, back to basics, bargain,
basic, budget, compostable, concerned, conscientious,
credible, cut back, diligent, do-it-yourself, eco-friendly,
economical, essential, frugal, fundamental, handed-down,
honest, humble, modest, preserved, priceless, principled,
prioritized, purposeful, recycled, reduced, resourceful,
responsible, reused, rustic, seasonal, shared, simple,
simplified, streamlined, sustainable, thoughtful, thrifty,
unadorned, value, worth.
6
Doctor Me
100%, allergen-free, all-natural, anti-aging, antiinflammatory, antioxidant-rich, boosted, carb-free,
complete, concerned, conscientious, daily, diet, educated,
empowering, enriched, essential, expert, fat-free, figure
friendly, fit, flavonols, fortified, forward-thinking, glutenfree, good-for-you, goodness, healthful, healthy, hearthealthy, holistic, hypoallergenic, informed, intelligent,
invigorating, low-carb, low-fat, low-sodium, measured,
medical, minimally processed, moderation, natural,
nutrient-rich, nutritious, planned, positive, prescribed,
preventative, proactive, probiotic, purposeful, real,
regimented, responsible, specialized, superfood,
supplemented, take charge, unprocessed, vitamin-packed,
well-being, whole, wholesome, zero calorie.
7
Always On
Accessible, advanced, avant garde, buzz generating, buzz
worthy, computerized, connected, curious, cutting edge,
digital, do-it-yourself, educated, energetic, engaging,
enhanced, everywhere, expert, fashionable, fast, foodie,
forward-thinking, fully-wired, futuristic, immediate,
informed, instantaneous, intelligent, mechanized, mobile,
modern, on-the-go, open, portable, quick, seasonal,
sharing, smart, social, sophisticated, souped-up, state-ofthe-art, tech-savvy, trendy, web, wired, youthful.
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Simple Refuge
100%, all-American, Americana, authentic, back to basics,
basic, beloved, cherished, classic, clean, comeback,
comforting, country, easy, essential, family-style,
fundamental, genuine, goodness, handed-down,
heartland, heartwarming, heritage, historical, homecooked, homemade, homey, honest, humble, iconic,
kitchen, life-affirming, like your mother/grandmother used
to make, motherland, nostalgic, nourishing, old-fashioned,
old-country, old-school, original, peasant, precious,
preserved, pure, real, reinvented, reminiscent, retro,
rustic, satisfying, seasonal, simple, simplified, slow food,
soothing, soulful, soul-warming, straightforward, subtle,
throwback, traditional, trustworthy, yesteryear.
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Break Free
Adventurous, artistic, audacious, avant garde, bold, buzzgenerating, creative, curious, cutting edge, daring,
deconstructed, defying, display, engaging, enhanced,
enthralling, exhibitionist, extraordinary, extravagant,
extreme, fashionable, forward-thinking, frontier,
futuristic, imaginative, innovative, intrepid, intriguing,
inventive, invigorating, magical, modern, molecular,
multisensory, new, new twist, novel, obscure, out-of-theordinary, outside-the-box, playful, quirky, reinvented,
revolutionary, showy, singular, stimulating, theatrical,
trendy, unconventional, unique, unprecedented,
unusual, whimsical.
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Cultural Curiosity
Adventurous, all-inclusive, beguiling, comprehensive,
contemporary, cosmopolitan, country, cultured, curious,
daring, delicacy, destination, different, ethnic, exotic,
foreign, generational, global, globe-trotting, handeddown, harmonious, heritage, imported, influenced,
inspired, intercontinental, interesting, international,
intrepid, intriguing, modern, motherland, multicultural,
native, natural, novel, obscure, old-country, preserved,
quirky, rugged, sophisticated, striking, themed, traditional,
unexpected, universal, unusual, wild, world-aware,
worldly, worldwide.
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Luxury Re-valued
A-cut-above, affordable, appealing, artistic, attractive,
beautiful, chic, classy, contemporary, decadent, delicacy,
deluxe, elegant, exceptional, exquisite, extravagant, fancy,
fashionable, frugal, gorgeous, gourmet, gustatory, highquality, indulgent, luscious, luxurious, moderation,
modest, peak, petite, premium, prime, quality, rare,
recipe, reserve, rewarding, rich, select, small-batch,
sophisticated, specialized, superior, swank, thrifty, topnotch, top-shelf, treat.
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Sensorial Cookbook
13
• Beverages
Page 14–16
• Eggs and Dairy
Page 17–19
• Bread and Pasta
Page 20–22
• Fruits and Vegetables
Page 23–25
• Soup and Sauces
Page 26–28
• Meat and Poultry
Page 29–31
• Fish and Seafood
Page 32–34
• Dessert
Page 35–37
Beverages
Taste
Acidic, balanced, bold, bitter, bright, caramel, citrusy,
creamy, complex, dry, earthy, fiery, floral, fruity, grassy,
herbal, hoppy, intense, lemony, malty, mineral, minty,
nutty, rich, robust, rounded, sour, spicy, sugary, sweet,
tangy, tart, vinegary, zesty .
Sight
Blended, bright, bubbly, clear, creamy, dark, garnished,
glistening, glossy, opaque, sparkling, splash, swirled,
translucent, transparent, vibrant, vivid.
Sound
Bottle uncorking, bubbling, churning, coffee grinding,
dripping, fizzing, glugging, pop tab opening, pouring,
spritzing, tea kettle whistling.
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Beverages
Texture
Bubbly, creamy, crisp, effervescent, fizzy, foamy,
full-bodied, icy, invigorating, light, palatecleansing, pulpy, smooth, sparkling, syrupy,
thick, velvety, viscous.
Aroma
Aromatic, caramel, citrusy, complex, earthy,
floral, fragrant, fruity, heady, herbal, hoppy,
infused, lemony, minty, musty, nutty, oaky,
perfumed, scented, spicy, subtle, warm, woody.
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Beverages
Origin/Quality
100% juice, aged, all-natural, barrel-aged, bottled,
brewed, canned, extracted, filtered, fortified, freshly
ground, freshly roasted, fresh-squeezed, hand-picked,
homemade, imported, microbrewed, organic,
powdered, preserved, pressed, purified, small batch,
supplemented, virgin.
Preparation
Blended, combined, concentrated, condensed, dipped,
dissolved, dripped, dunked, frosted, frozen, garnished,
infused, juiced, laced, mixed, muddled, mulled, paired,
poured, shaken, spiked, splashed, steamed, steeped,
stirred, strained, suspended, swirled, swizzled.
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Eggs and Dairy
Taste
Bold, briny, buttery, cheesy, creamy, earthy, eggy, grassy,
herbal, intense, mellow, mild, milky, nutty, peppery,
piquant, rich, ripe, robust, salty, savory, sharp, smoky,
strong, tangy.
Sight
Bright, buttery, creamy, flaky, glossy, gooey, layered, opaque,
pure, ripe, round, smooth, speckled, sunny, veined.
Sound
Cheese grating, chicken clucking, churning ice cream,
cow mooing, pouring milk, rooster crowing, shell
cracking, squeaky cheese, wheel cracking.
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Eggs and Dairy
Texture
Buttery, creamy, crumbly, dry, firm, fluffy, gooey, hard,
heavy, luscious, melt-in-your-mouth, milky, moist, puffy,
runny, semi-soft, silky, slippery, smooth, soft, spoonable,
spreadable, sturdy, thick, thin, unctuous, velvety, waxy.
Aroma
Aromatic, earthy, floral, fragrant, grassy, heady, herbal,
perfumed, pungent, ripe, scented, sharp, smoky, spicy,
sweet, tangy.
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Eggs and Dairy
Origin/Quality
Active culture, aged, all-natural, artisanal, bred, brined,
cage-free, country, cracked, crafted, cured, enhanced, farmraised, fat free, fortified, free range, fresh, freshly milked,
grain-fed, grass-fed, hand-churned, hand-crafted, handgathered, heartland, heritage, homemade, homogenized,
hormone free, humanely raised, imported, low fat, low
moisture, organic, part-skim, pasteurized, probiotic,
ripened, skimmed, small-batch, supplemented, thickened,
unprocessed, whole fat.
Preparation
Baked, basted, beaten, broiled, cubed, curdled, diced, folded,
fried, grated, hard-boiled, hardened, herbed, melted, over-
easy, over-hard, over-medium, poached, scrambled, separated,
shaved, shirred, shredded, sliced, smoked, soft-boiled,
softened, sunny side up, whipped, whisked.
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Bread and Pasta
Taste
Bready, buttery, doughy, earthy, eggy, fresh, herbal,
honeyed, nutty, peppery, rich, salty, savory, sour, sugary,
sweet, yeasty.
Sight
Braided, browned, coated, crusty, flat, glazed, glossy,
golden, heaped, knotted, layered, long, mounded, piled,
plump, round, shiny, swirled, tangled, toasted,
voluminous.
Sound
Bubbling, cracking, crackling, crunching, sizzling, slurping.
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Bread and Pasta
Texture
Airy, al dente, brittle, cakey, chewy, crackly, crispy,
crumbly, crunchy, crusty, eggy, delicate, dense, doughy,
flaky, fluffy, folded, glazed, grainy, hard, heavy, layered,
nutty, pillowy, ridged, rough, smooth, soft, sturdy,
substantial, tangled, tender, thick, toothsome.
Aroma
Aromatic, delicate, earthy, fragrant, freshly baked, fresh
from the oven, gentle, herbal, nutty, scented, subtle,
warm, wheaty, yeasty.
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Bread and Pasta
Origin/Quality
100%, artisanal, bakery, country, enhanced, farmed,
fortified, gluten-free, handcrafted, hand-shaped,
harvested, hearth, heartland, heritage, high fiber,
homemade, low carb, multigrain, old world, open fire,
organic, refined, supplemented, unbleached,
unprocessed, whole grain, whole kernel, whole wheat.
Preparation
Baked, boiled, braided, broiled, brushed, buttered,
dried, filled, fire-baked, fried, hardened, kneaded,
knotted, pressed, pulled, rolled, seasoned, shaped,
simmered, slathered, smeared, softened, strung,
stuffed, swirled, toasted, topped, tossed, twisted.
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Fruits and Vegetables
Taste
Acidic, anise, bitter, bold, briny, buttery, citrusy, earthy,
fiery, fresh, grassy, herbal, hot, intense, lemony, mellow,
peppery, piquant, raw, ripe, savory, sour, spicy, sugary,
summery, sweet, tangy, tart, tropical, vinegary, zesty.
Sight
Abundant, bright, bulbous, bunched, bursting, clean,
colorful, curled, flourishing, fresh, garnished, grillmarked, heaped, leafy, limp, messy, moist, mounded,
piled, plump, ripe, slender, sloppy, spiny, sprouted,
summery, tropical, verdant, vibrant, vivid, willowy,
wilted.
Sound
Cracking, crunching, grating, peeling, snap, squeaky.
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Fruits and Vegetables
Texture
Burst-in-your-mouth, chewy, chunky, creamy,
crisp, crisp-tender, crunchy, delicate, fibrous,
firm, fleshy, hearty, juicy, limp, luscious, messy,
moist, nutty, pureed, raw, ripe, rough, sloppy,
smooth, soft, starchy, sticky, sturdy, succulent,
supple, tender, waxy, willowy.
Aroma
Aromatic, citrusy, earthy, floral, fragrant, fresh,
fruity, grassy, herbal, lemony, minty, perfumed,
pungent, scented, sweet.
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Fruits and Vegetables
Origin/Quality
All-natural, bred, canned, fall, farmed, farm-fresh, farmers’ market, flashfrozen, foraged, fresh-squeezed, garden-fresh, handpicked, harvested,
heartland, heirloom, home-grown, imported, jarred, just-picked, local,
market, natural, old world, organic, peak, picked-at-their-peak, plucked,
preserved, regional, ripe, seasonal, spring, summer, supplemented, vegan,
vegetarian, winter.
Preparation
Battered, blanched, boiled, braised, brined, browned, bundled, buttered,
caramelized, charred, chiffonade, chilled, chopped, cleaned, cored, creamed,
crushed, crystallized, cubed, curried, diced, dipped, dressed, dried, dunked,
enrobed, fire-roasted, fried, frittered, garnished, glazed, grated, grilled,
halved, herbed, hulled, juiced, julienned, macerated, marinated, mashed,
minced, oven-roasted, parboiled, peeled, pickled, pitted, poached, pressed,
pureed, rinsed, rolled, roughly chopped, sauced, sautéed, scrubbed,
seasoned, seeded, shaved, shelled, shucked, sliced, slow-cooked, smashed,
softened, spiced, steamed, stemmed, stewed, stuffed, sugared, supremed,
trimmed, tossed, washed, wedged, zested.
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Soups and Sauces
Taste
Acidic, balanced, bold, briny, buttery, citrusy, creamy,
fiery, fresh, herbal, hot, intense, lemony, mild, peppery,
piquant, robust, salty, savory, sour, spicy, sweet, tangy,
tart, umami, vinegary, zesty.
Sight
Blended, bubbling, chunky, colorful, creamy, glossy,
gooey, rustic, shiny, smooth, vibrant.
Sound
Blender whirring, bubbling, pouring, whisking.
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Soups and Sauces
Texture
Blended, chunky, coarse, creamy, gooey, messy, milky,
pasty, pulpy, pureed, silky, slippery, sloppy, smooth,
sticky, syrupy, thick, thin, velvety, viscous, watery.
Aroma
Aromatic, citrusy, fragrant, fresh, herbal, infused,
lemony, mouthwatering, perfumed, pungent.
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Soups and Sauces
Origin/Quality
Artisanal, fresh, heritage, homemade, old world,
organic, small-batch, traditional, vegan, vegetarian.
Preparation
Blended, boiled, chilled, coated, combined,
concentrated, crushed, curried, dabbed, dipped, dotted,
doused, draped, drenched, dressed, dripped, drizzled,
dunked, enrobed, extracted, glazed, heated, herbed,
infused, ladled, melted, mixed, poured, pressed,
pureed, reduced, sauced, seasoned, simmered,
slathered, slow-cooked, smeared, smothered, spiced,
spooned, spread, sprinkled, stewed, stirred, strained,
thickened, topped, tossed, warmed.
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Meat and Poultry
Taste
Beefy, bold, earthy, fiery, fresh, gamey, hearty, herbal,
hot, meaty, piquant, rich, robust, salty, savory,
seasoned, smoky, sour, spicy, sweet, umami, zesty.
Sight
Browned, charred, dark, dripping, garnished, glistening,
golden, grill-marked, heaped, juicy, lean, marbled,
mounded, piled, seared.
Sound
Chicken clucking, cow mooing, popping, rooster
crowing, searing, sizzling, slicing/carving meat.
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Meat and Poultry
Texture
Crackly, crispy, dripping, fall-off-the-bone, firm, ground,
hearty, juicy, meaty, messy, moist, sink your teeth into,
soft, succulent, supple, tender.
Aroma
Aromatic, fragrant, gamey, grilled, meaty,
mouthwatering, perfumed, scented, smoky, zesty.
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Meat and Poultry
Origin/Quality
Aged, boneless, bone-in, bred, choice, corn-fed, country, dark
meat, farm-raised, farmed, free range, grain-fed, grass-fed,
heartland, hormone-free, humanely raised, lean, old world,
organic, pasture grazed, prime, raised, skinless, skin-on,
sustainable, white meat, wild.
Preparation
Baked, barbecued, battered, blackened, boiled, braised, breaded,
brined, broiled, browned, butchered, carved, charred, crusted,
cubed, cured, curried, deboned, dipped, dressed, dried, dunked,
fricasseed, fried, garnished, grilled, ground, herb-crusted, herbed,
jerked, marinated, medallion, pan-fried, pulled, roasted, rubbed,
salted, sauced, sautéed, seared, seasoned, shaved, shredded,
sliced, slow-cooked, smoked, smothered, softened, spiced, stewed,
stuffed, tenderized, trimmed.
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Fish and Seafood
Taste
Bold, buttery, citrusy, fiery, fishy, fresh, herbal, lemony,
light, mild, oily, salty, savory, seasoned, spicy, sweet,
umami, zesty.
Sight
Breaded, bright, colorful, fresh, garnished, glistening,
grill-marked, golden, light, shiny, sleek.
Sound
Cracking shell, fishing reel, ocean waves, searing, sizzling.
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Fish and Seafood
Texture
Crispy, delicate, dense, firm, flaky, fragile, light, moist,
oily, scaly, slippery, smooth, soft, sturdy, supple, tender.
Aroma
Citrusy, fishy, fresh, herbal, lemony, like the ocean,
perfumed, pungent, scented, smoky, zesty.
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Fish and Seafood
Origin/Quality
Boneless, bred, farmed, fresh caught, freshwater, linecaught, lump, organic, saltwater, skinless, skin-on,
sustainable, wild caught.
Preparation
Baked, barbecued, battered, blackened, boiled, braised,
breaded, broiled, browned, canned, charred, cracked,
cured, curried, deboned, declawed, dipped, dressed,
dried, en papillote, filleted, fried, frittered, garnished,
grilled, herb-crusted, herbed, jerked, marinated, panfried, pickled, planked, roasted, rubbed, salted, sauced,
sautéed, scaled, seared, seasoned, shucked, sliced,
smoked, spiced, steamed, stuffed, whole.
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Dessert
Taste
Acidic, bittersweet, buttery, caramel, chocolatey, citrusy,
cloying, decadent, doughy, fresh, fruity, indulgent,
intense, lemony, nutty, rich, salty, semisweet, spiced,
sugary, sweet, tangy, tart, zesty.
Sight
Beaded, blended, browned, caramelized, coated,
constructed, dark, decorated, delicate, detailed, dusted,
fancy, frosted, garnished, glazed, gooey, golden, iced,
latticed, layered, light, messy, patterned, pearled, piled,
shiny, sloppy, toasted, voluminous.
Sound
Blender whirring, cracking, crackling, crunching.
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Dessert
Texture
Airy, brushed, chewy, chunky, coarse, crackly,
creamy, crumbly, crunchy, crusty, crystalline,
custardy, delicate, dense, doughy, fine, firm,
flaky, fluffy, fudgy, gooey, gummy, heavy, jiggly,
juicy, layered, light, luscious, luxurious, melt-inyour-mouth, melty, moist, pasty, pillowy,
powdery, puffy, silky, slippery, smooth, sticky,
syrupy, tender, thick, thin, velvety, waxy.
Aroma
Aromatic, citrusy, chocolatey, fragrant, freshly
baked, fresh-out-of-the-oven, lemony, perfumed,
scented, sweet, warm, zesty.
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Dessert
Origin/Quality
Artisanal, bakery fresh, freshly baked, hand churned,
hand crafted, organic.
Preparation
Assembled, baked, beaded, blended, bruleed, buttered,
caramelized, chilled, churned, coated, combined,
concentrated, constructed, creamed, crushed, crystallized,
deconstructed, decorated, dipped, dissolved, doused,
draped, drenched, dried, drizzled, dunked, dusted, enrobed,
folded, fried, frosted, frozen, garnished, glazed, heated, iced,
juiced, latticed, layered, macerated, pearled, poached,
sauced, scooped, shaved, sifted, simmered, slathered,
softened, spooned, spread, sprinkled, suspended,
sweetened, toasted, warmed, whipped, zested.
37
General Culinary
Vocabulary
38
• Descriptors
Page 38
• Action Words
Page 39
• Color
Page 40–42
• Temperature
Page 43
• Amount
Page 44
Descriptors
Appealing, amazing, appetizing,
awesome, craveable, delectable,
delicious, delightful, delish, divine,
enjoyable, enticing, fantastic, fingerlicking, flavorful, heavenly, lipsmacking, luscious, magnificent,
mouthwatering, out-of-this-world,
remarkable, scrumptious, seasoned,
spiced, splendid, sublime, superb, tasty,
wonderful, yummy.
39
Action Words
Attack, bite, chew, chomp, chow down,
consume, demolish, devour, dig in,
down, enjoy, gnaw, gorge yourself,
gulp, guzzle, imbibe, indulge in, inhale,
knock back, lick, lose yourself in,
munch on, nibble, nosh, pick at, pig
out, sample, savor, scarf, sip, slurp,
snack on, stuff yourself, swallow, swig,
swill, taste, tuck in, wolf down.
40
Colors
Red
Amaranth, blush, brick red, burgundy, candy
apple red, carnation, cerise, cherry, cinnamon,
cotton candy, crimson, fire engine red, flame,
fuchsia, maroon, pink, raspberry, rose, ruby,
russet, scarlet, watermelon, wine.
Orange
Amber, apricot, carrot, clementine, coral, mango,
peach, salmon, tangerine.
Yellow
Banana, blonde, buttery, canary, champagne,
cornsilk, daffodil, dandelion, golden, goldenrod,
lemon, maize, mustard, saffron, sunny, tawny.
41
Colors
Green
Army green, chartreuse, clover, emerald, fern,
forest green, granny smith, grass, honeydew,
hunter, jade, jungle, kelly green, leaf, lime,
mint, olive, pine, sea green.
Blue
Aqua, azure, baby blue, cobalt, cornflower blue, electric,
midnight, navy, periwinkle, powder blue, royal blue,
sapphire, sky blue, teal, turquoise, ultramarine.
Purple
Amethyst, eggplant, indigo, iris, lavender, lilac,
magenta, mauve, royal, violet, wisteria.
42
Colors
White
Alabaster, beige, cream, ecru, eggshell, ivory,
off-white, pearl, pearlescent, porcelain,
snowy, vanilla.
Brown
Almond, amber, auburn, bronze, burnt sienna,
chestnut, chocolate, cinnamon, cocoa, coffee,
copper, espresso, golden, hazel, khaki,
mahogany, mocha, sandy, tan, taupe, tawny,
terra cotta, toffee, walnut.
Black
Charcoal, dusky, ebony, ink, jet, midnight,
obsidian, onyx, raven, slate.
43
Temperature
Cold
Arctic, chilled, chilly, cool, cooling, freezing, frigid,
frosty, frozen, glacial, icy, refreshing, wintry.
Warm
Balmy, lukewarm, mild, room temperature,
temperate, tepid, tropical, warming.
Hot
Blazing, blistering, boiling, burning, fiery, flaming,
heated through, piping hot, scalding, scorching,
searing, sizzling, smoldering, steaming.
44
Amount
A little
Bit, bite-sized, crumb, dash, drop, dusting, hint,
morsel, nibble, pinch, smidgen, speck, tad,
touch, trace.
A lot
Abundance, bounty, bulk, bundle, heap, hunk,
jumbo, load, mass, mound, mountain, pile,
plenty, ton.
45
Appendix: LifeDrivers
TM
46
Empowerment
Backyard grilled, bold, boosted, boutique, choice,
creative, custom-made, customized, distinctive, do-ityourself, exceptional, exclusive, expert, fit, freeing,
homemade, individualized, informed, inspired,
invigorating, liberating, made-to-order, measured,
motivating, nutritious, one-of-a-kind, original,
passionate, personal, positive, powerful, preferred,
proactive, purposeful, quirky, rare, regimented, robust,
select, signature, singular, smart, specialized, special
order, strong, supplemented, tailored, take charge, top
quality, unique, wholesome.
47
Achievement
Accomplished, award-winning, blue ribbon, do-ityourself, first prize, fulfilling, inspiring, passionate,
pleasing, powerful, prize-winning, gratifying, inspiring,
motivating, proactive, rewarding, satisfying, smart,
strong, structured, take charge, triumphant, uplifting,
victorious.
48
Respect
A cut above, appealing, attractive, award-winning,
beautiful, class, classic, chic, contemporary,
cosmopolitan, coveted, cream of the crop, delicacy,
deluxe, de rigueur, elegant, established, exceptional,
exclusive, expert, exquisite, extravagant, fancy,
fashionable, fine, fit for a king, gorgeous, gourmet,
handsome, honored, iconic, incomparable, luscious,
luxurious, masterpiece, modern, peak, praiseworthy,
precious, prime, quality, rare, recipe, refined,
reputable, reserve, revered, rich, select, sophisticated,
striking, stunning, superior, swank, top-notch, topshelf, vintage, youthful.
49
Perspective
Adventurous, all-inclusive, artistic, backcountry,
balanced, beguiling, comprehensive, contemporary,
cosmopolitan, cultured, curious, daring, delicacy,
destination, different, eco-friendly, ethnic, exotic,
fashionable, foreign, generational, global, globetrotting, grassroots, harmonious, imported, influenced,
innovative, inspired, intercontinental, interesting,
international, intrepid, intriguing, modern, multicultural,
native, novel, obscure, old country, organic, outdoors,
peasant, quirky, reminiscent, retro, rugged,
sophisticated, sourced, striking, sustainable, themed,
traditional, universal, unusual, wild, worldly, worldwide.
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Integrity
100%, artisanal, authentic, basic, butcher, classic, clean,
complete, country, credible, earthy, eco-friendly, family
owned, farmers’ market, farm-fresh, fisherman, fresh,
fresh caught, fresh-from-the-oven, fresh-picked,
fundamental, garden, garden-fresh, generational,
genuine, good, handcrafted, harmonious, heartland,
heirloom, holistic, home cooked, homemade, honest,
humble, iconic, indigenous, just-picked, natural,
nutritious, old country, old-fashioned, organic, original,
peasant, pure, real, responsible, rustic, seasonal, simple,
simplified, small batch, sourced, storied, straightforward,
sustainable, time-honored, trustworthy, unadorned,
unprocessed, value, whole, wholesome.
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Belonging
All-American, backyard grilled, beloved, blue ribbon,
cherished, classic, comforting, community, family owned,
family-style, farmers’ market, filling, generational, handed
down, heartland, heartwarming, hearty, home cooked,
homemade, hometown, homey, heritage, iconic, intimate,
just like your mother/grandmother used to make, kitchen,
life-affirming, local, lovable, loving, market, motherland,
neighborhood, nostalgic, nourishing, old-fashioned, old
country, old school, patriotic, peasant, precious, priceless,
regional, reflective, retro, satisfying, shared, social,
soothing, soul-warming, supported, storied, street,
throwback, time-honored, traditional, welcoming.
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Release
Addictive, appealing, alluring, beguiling, bold, calming,
classic, colorful, comforting, decadent, electrifying,
energetic, energizing, engaging, enthralling, enticing,
exciting, exotic, extreme, fun, gustatory, idyllic,
indulgent, interesting, intriguing, invigorating, lively,
luscious, lush, natural, old-fashioned, original, pleasing,
pleasurable, refreshing, reminiscent, rejuvenating,
relaxing, rich, sensational, sensorial, sensual, sexy,
sinful, sink your teeth into, soothing, stimulating,
striking, tantalizing, tempting, thrilling, throwback, timehonored, traditional, uninhibited, vibrant, youthful.
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Joy
Amusing, blissful, blithe, bright, buoyant, carefree,
celebratory, charming, cheerful, cheering, content,
delightful, ebullient, ecstatic, elated, entertaining,
euphoric, exciting, exhilarating, exuberant, festive,
friendly, fun, glad, good-humored, happy,
heartwarming, heavenly, idyllic, in seventh heaven, jolly,
jovial, joyful, joyous, jubilant, lighthearted, lovely, on
cloud nine, overjoyed, merry, playful, pleasant,
pleasurable, positive, rapturous, satisfying, soulwarming, sublime, thrilling, uplifting, warm.
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