Using color–odor correspondences for fragrance packaging design

Schifferstein, Hendrik N.J.; Howell, Bryan

doi:10.1016/j.foodqual.2015.06.012

Cited by 33 publications

(36 citation statements)

References 38 publications

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“…The concept of perceptual fluency has been applied to a wide range of marketing stimuli, such as the design of brand logos (Janiszewski & Meyvis, 2001;Salgado-Montejo, Velasco, Oliver, Alvarado, & Spence, 2014), advertising (Labroo & Lee, 2006;Lee & Labroo, 2004), and scent in-store (Herrmann, Zidansek, Sprott, & Spangenberg, 2013). Schifferstein and Howell (2015) suggested that color-fragrance associations did not necessarily influence consumers' preference for fragrances. However, odors do not only have associations with colors, but also with other sensory features such as shapes or abstract symbols (Hanson-Vaux, Crisinel, & Spence, 2013;Seo et al, 2010).…”

Section: Discussionmentioning

confidence: 99%

Effects of Lightness‐Location Congruency on Consumers’ Purchase Decision‐Making

Sunaga

Park

Spence

2016

Psychology and Marketing

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A considerable body of psychological and neuroscientific research has demonstrated the existence of robust sensory correspondences between various features, attributes, or dimensions of experience in different sensory modalities. Despite findings indicating the importance of sensory correspondences to human information processing, research on purchase decision‐making has not to date focused sufficiently on this phenomenon. The present study examines how the lightness of packaging colors, and the location of products on a display shelf interact to affect consumers’ purchase decision‐making via perceived visual heaviness. As predicted, a display with light (dark) colored products positioned in the upper (lower) shelf positions increases shoppers’ perceptual fluency and facilitates their visual search, thus leading to the suggestion that “light” (heavy) locations are most appropriate for light (dark) colored products. Moreover, the lightness‐location congruent display is shown to influence people's choice behavior positively as well. This research also demonstrates that when consumers consider the lightness (in terms of their weight) of the products, they are more likely to choose light (vs. dark) colored products located in the upper shelf positions. These results therefore demonstrate that consumers’ purchase decision‐making may be promoted by in‐store environments designed to be congruent with their sensory correspondences.

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Section: Discussionmentioning

confidence: 99%

Effects of Lightness‐Location Congruency on Consumers’ Purchase Decision‐Making

Sunaga

Park

Spence

2016

Psychology and Marketing

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“…One possible explanation for this association could be different exposures to commercial products with a similar flavour but different packaging colours between the two populations (e.g. Schifferstein and Howell 2015). A second possible explanation could be that the peppermint odour evoked the mint flower for the British participant and not the mint leaves.…”

Section: Odour-colour Correspondencesmentioning

confidence: 99%

“…But moreover, we wanted to test whether a single chromatic arrangement could be used to represent an odour in both countries even if the odour-colour association differed. Recent research points to the idea that, whereas one colour can represent chemosensory information to a certain degree, a colour arrangement may also capture such information and potentially lead to more accurate representations (Schifferstein and Howell 2015).…”

Section: Introductionmentioning

confidence: 99%

On the Colours of Odours

Jacquot

Noel²,

Velasco

et al. 2016

Chem. Percept.

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Introduction In the present study, we explore the existence of cross-cultural differences in odour-colour correspondences between two European countries with geographic proximity and shared history: England and France. Moreover, we test whether a single chromatic arrangement can be used to represent an odour in both countries, even if the odour-colour association for this odour differed. Methods The responses of 59 British and 60 French participants to the same set of odorants were compared. In the second part of the study, the ability of 'chromatic cards' to represent odours was tested. Those chromatic cards are objective coloured arrangements generated by a new patented scientific tool developed at Lorraine University (patent FR no. 1255688). This tool is based on a neural network algorithm for colour forecasting. It generates a chromatic card that represents any odour from its chemical composition and sensory description. In this study, participants were presented with three cards obtained from an analysis of lavender, cucumber and peppermint odours. First, the participants had to name the odour evoked by each card. Next, they selected from amongst three different olfactory stimuli the one that best matched each card. Results and Discussion Significant colour characterisations were observed for each and every one of the odours tested in both populations. Moreover, both commonalities and differences were reported between the two populations in terms of the odour-colour associations that they exhibited. The chromatic representations evoked the appropriate odour percept and were significantly associated to their related odours in both of the populations. Conclusions These findings highlight the existence of common colour representations of odours amongst French and British participants, though some differences were also found. Despite these differences, we were able to validate the relevancy of using single chromatic arrangements in both countries in order to communicate odour information. The latter result may open up the way for a number of potentially important applications in the design and marketing of both food and non-food products.

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“…Besides expected appearance, spreadability, softness, and skin feeling, the color and odor also play an important role on overall preference and, consequently, on purchase intent. According to the obtained results, fragrance and color were two important attributes for consumer preference and they are essential additives to make personal-care products, even, cosmetic companies use colors in packaging design to communicate the properties of their fragrances [20]. Between the four assayed vegetal extracts, the floral aroma and yellow color provided by the acacia flower extract were evaluated higher by all consumers, independently of genre or age; likewise, this ethanolic extract also presented the highest in vitro antioxidant activity.…”

Section: Clay Maskmentioning

confidence: 97%

Personal-Care Products Formulated with Natural Antioxidant Extracts

et al. 2018

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Abstract:The objective of this study was to evaluate the potential use of some vegetal raw materials in personal-care products. Four ethanolic extracts (grape pomace, Pinus pinaster wood chips, Acacia dealbata flowers, and Lentinus edodes) were prepared and total phenolics, monomeric sugars, and antioxidant capacity were determined on alcoholic extracts. Six of the most important groups of cosmetics products (hand cream, body oil, shampoo, clay mask, body exfoliating cream, and skin cleanser) were formulated. Participants evaluated some sensory attributes and overall acceptance by a 10-point scale; the results showed differences among age-intervals, but not between males and females. The results confirmed that all extracts presented characteristics appropriate for their use in cosmetic formulations and their good acceptability by consumers into all cosmetic products. Texture/appearance, spreadability, and skin feeling are important attributes among consumer expectations, but odor and color were the primary drivers and helped differentiate the natural extracts added into all personal-care products.

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Using color–odor correspondences for fragrance packaging design

Cited by 33 publications

References 38 publications

Effects of Lightness‐Location Congruency on Consumers’ Purchase Decision‐Making

Effects of Lightness‐Location Congruency on Consumers’ Purchase Decision‐Making

On the Colours of Odours

Personal-Care Products Formulated with Natural Antioxidant Extracts

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