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Visualising fragrances through colours: the mediating role of emotions
Hendrik N J Schifferstein1, Inge Tanudjaja
1Department of Industrial Design, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, The Netherlands. h.n.j.schifferstein@io.tudelft.nl
Abstract:
To facilitate communication about fragrances, one can use the colours people tend to associate with their smells. We investigated to what extent odour-colour correspondences for fine fragrances can be accounted for by underlying emotional associations. Odour-colour matches and degree-of-fit judgments revealed that odours were matched to colours non-randomly. Matching colours differed mainly on blackness (brightness), and less on chromaticness (saturation) and hue. Furthermore, we found a consistent negative relationship between odour-colour degree-of-fit ratings and the difference between the odour scores and the colour scores on one of the emotion dimensions (pleasure). This suggests that emotional associations may partly underlie odour-colour correspondences.
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