a concept of a letter (e.g., that of the letter A) evokes sensory-like experiences (e.g., of red color). Psychosemantics In the 1960s, psychosemantic studies became popular after Charles E. Osgood's massive cross-cultural studies using his semantic differential (SD) method that used thousands of nouns and adjective bipolar scales. A specific form of the SD, Projective Semantics method uses only most common and neutral nouns that correspond to the 7 groups (factors) of adjective-scales most consistently found in cross-cultural studies (Evaluation, Potency, Activity as found by Osgood, and Reality, Organization, Complexity, Limitation as found in other studies). In this method, seven groups of bipolar adjective scales corresponded to seven types of nouns so the method was thought to have the object-scale symmetry (OSS) between the scales and nouns for evaluation using these scales. For example, the nouns corresponding to the listed 7 factors would be: Beauty, Power, Motion, Life, Work, Chaos, Law. Beauty was expected to be assessed unequivocally as "very good" on adjectives of Evaluation-related scales, Life as "very real" on Reality-related scales, etc. However, deviations in this symmetric and very basic matrix might show underlying biases of two types: scales-related bias and objects-related bias. This OSS design meant to increase the sensitivity of the SD method to any semantic biases in responses of people within the same culture and educational background. Prototype theory Another set of concepts related to fuzziness in semantics is based on prototypes. The work of Eleanor Rosch in the 1970s led to a view that natural categories are not characterizable in terms of necessary and sufficient conditions, but are graded (fuzzy at their boundaries) and inconsistent as to the status of their constituent members. One may compare it with Jung's archetype, though the concept of archetype sticks to static concept. Some post-structuralists are against the fixed or static meaning of the words. Derrida, following Nietzsche, talked about slippages in fixed meanings. Systems of categories are not objectively out there in the world but are rooted in people's experience. These categories evolve as learned concepts of the world – meaning is not an objective truth, but a subjective construct, learned from experience, and language arises out of the "grounding of our conceptual systems in shared embodiment and bodily experience". A corollary of this is that the conceptual categories (i.e. the lexicon) will not be identical for different cultures, or indeed, for every individual in the same