[논문]색상과 톤에 의한 향 연상 강도 평가

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색상과 톤에 의한 향 연상 강도 평가
Degree-of-Association Judgments of Fragrances with Color Hues and Tones 원문보기

감성과학 = Science of emotion & sensibility, v.13 no.3, 2010년, pp.559 - 572

초록
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색은 중요한 시각적 자극 요인으로서 향 연상과 식별에 있어 교차-양상적 영향을 미친다. 이에 본 연구는 향의 연상이 색상과 톤에 의해 체계적으로 변화하는지를 살펴봄으로써 색과 향의 교차-양상 연상 측면을 좀더 심층적으로 조사하고자 한다. 67명의 피실험자들은 33가지의 색채 자극(10가지 색상, 3가지 톤, 3가지 무채색)에 대한 4가지 전형적인 향수 유형(프레쉬, 플로럴, 오리엔탈, 우디)의 연상 정도를 각각 7점 척도로 평가 하였다. 통계 분석을 통해 4가지 향수의 연상 정도가 색채 자극의 10가지 색상에 따라 차별화된 패턴을 보이는 것을 알 수 있었다. 오리엔탈 유형을 제외한 나머지 세 가지 향에 있어서, 톤(특히, 밝기)과 향간의 교차-양상 연상관계가 체계적으로 변화하는 양상을 보였다(예를 들어, 플러럴 향과 색의 밝기는 양의 상관관계를 보임). 밝은 난색일수록 강한 플러럴향이 연상되는 반면, 우디향의 연상 정도는 낮게 나타났다. 선명하거나 밝은 한색일수록 프레쉬향이 강하게 연상되었다. 이러한 연구 결과를 통해 향수제품에 있어 시각과 후각간의 체계적인 공감각적 상호작용이 이루어짐을 확인할 수 있었다.

Abstract ▼ AI-Helper

Color, an important visual cue, can cross-modally affect odor association and odor quality identification Here, this research investigates aspects of the cross-modal associations between color and fragrance in greater depth, delving into the topic of whether the degree-of-association of fragrances with hue and tone of colors varies systematically. For 33 color stimuli (10 hues, 3 tones, and 3 achromatic colors), 67 subjects judged the degree-of-association of four typical fragrance families (fresh, floral, oriental, and woody) on a 7-point scale. The statistical analysis showed that fragrance associations of the all families had characteristic distributions across ten hues of the color stimuli. The cross-modal relationship between color tone (especially, lightness attribute) and fragrance association appeared to be dimensional (e.g. a positive linear relationship between the floral family and the lightness). More specifically, as colors became warmer and brighter, the associated floral scents were stronger, while the woody scents was less associated. Brighter or more vivid cool colors were associated with stronger fresh scents. These findings confirm the systematic existence of synthetic interactions between vision and olfaction in perfumery.

주제어

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문제 정의

In this vein, the purpose of this study is to investigate aspects of the cross-modal associations between color and fragrance in greater depth, delving into the topic of whether the degree-of-association of fragrances with hue and tone of colors varies systematically as well as whether these color-fragrance associations are affected by gender. Three hypotheses were formulated as follows:
The purpose of this experiment was to examine the cross-modal association between the color hue-tone and the fragrance family. The results showed that the fragrance association ratings varied systematically with the hue and tone of color, even though it did not have a consistent pattern of variation for all four fragrances.
Even though several studies have proven the existence of stable connections between color and fragrance, there is little empirical evidence to help designers choose attractive and congruent color palettes for visualizing fragrances of their perfumes. Therefore, the present study investigates how people experience cross-modal associations between colors and fragrances.

가설 설정

Along with the color hues, this study analyzed whether color tones affect the degree-of-association of fragrances. For this purpose, the fragrance association ratings of colors that belong to the same tone group were averaged using Eq.
That is, the subjects associated stronger oriental scents with more unsaturated colors contrary to the fresh scent. Based on the aforementioned results, this study partially supports the hypothesis that the associations of the four fragrances vary systematically with the color tones (lightness and saturation attributes) [H. 2].
Previous studies supported the notion that odor-color correspondences were not very strong and did not have a consistent pattern of effect for all odors, but these matches could significantly vary according to color dimensions (hue, value, and chroma). In order to provide more empirical evidence that supports the existence of cross-modal associations between color and fragrance, this research investigates whether fragrance associations vary systematically with hue and tone of colors. For four typical fragrance types of commercial perfumes, a color-fragrance matching test was performed by using color patches of the IRI Hue & Tone System, whose colors have hue and tone dimensions.
Compared to the other fragrance types, the oriental type had particularly small fluctuations in hue distribution. Then, the aforementioned analysis results support the hypothesis that the associations of the four fragrances have characteristic distributions across the color hues [H. 1].
This research analyzed whether the degree-of association of fragrances varies across the color hues. In order to exclude the tone variable within each hue group, the fragrance association ratings of colors in different tones (vivid, pale, and deep) within the same hue group were averaged.
This research investigated whether gender influences on the association of fragrances across the colors. A mixed between-within subjects repeated measures ANOVA was conducted for each fragrance family (male : female = 32 : 35 subjects).
[H. 1] The associations of the four fragrances have characteristic distributions across the color hues.
[H. 2] The associations of the four fragrances vary systematically with the color tones.
[H. 3] Gender difference exists in the association of the four fragrances across the color hues and tones.

제안 방법

For each color sample on the monitor, subjects rated the degree-of-association with the four fragrance families individually on a 7-point Likert scale (7 = “very strong,”4 = “moderate,” and 1 = “very weak”).
In order to enhance the subjects’ discrimination performance, the 11 tones were classified into three groups and the representative tone of each group was chosen: vivid, pale, and deep.
This experiment used the visual stimuli that were categorized into three tone groups (including vivid, pale, and deep). Thus, each subject was characterized by averaged association ratings for three tone groups.

대상 데이터

This experiment was conducted in 2008 on 67 university students (32 males and 35 females）ranging in age from 19∼24 years (M of age = 20.18. SD = 0.74).

데이터처리

Thus, each subject was characterized by averaged association ratings for three tone groups. Based on the averaged association ratings, a one-way repeated measures ANOVA was performed (factor: three tone groups). The LSD post hoc test was also performed to detect significant differences (at p < 0.
For each fragrance family, a one-way repeated measures ANOVA was performed (factor: 10 hues groups) because each subject was asked to measure the degree-of-association ratings of all color stimuli sequentially. As presented in Table 3, differences across the ten hue groups were statistically significant at an alpha level of 0.
For each fragrance, a one-way repeated measures ANOVA was performed (factor: three achromatic colors). In conjunction with the ANOVA, the LSD test was conducted to determine whether the mean intensities for the achromatic colors differed at the 0.

성능/효과

(2) As colors, which are applied to commercial perfume bottles and packaging, become warmer and brighter, the associated floral scents will be stronger, while the woody scents will be less associated.
(3) People tend to associate stronger fresh scents from more vivid and brighter cool colors while the darker colors become, the more weakly fresh scents are evoked.
In conclusion, this research supported the notion that visual color stimuli, which have hue and tone parameters, influence the degree-of-association of fragrances by identifying the existence of congruent links between color and fragrance. Furthermore, people’s pervious knowledge or experiences with perfumes in a certain type of fragrance family can affect the degree-of-association between color and fragrance, together with their gender and age.
A mixed between-within subjects repeated measures ANOVA was conducted for each fragrance family (male : female = 32 : 35 subjects). The analysis revealed that gender difference was statistically significant at an alpha level of 0.05 for the fresh (F_1,65 = 5.15, p = 0.027) and floral (F_1,65 = 4.18, p = 0.045) families while the oriental (F_1,65 = 0.62, p = 0.434) and woody (F_1,65 = 0.76, p =0.3854) families were not, partially supporting [H.3].
The purpose of this experiment was to examine the cross-modal association between the color hue-tone and the fragrance family. The results showed that the fragrance association ratings varied systematically with the hue and tone of color, even though it did not have a consistent pattern of variation for all four fragrances. Among the fragrance types, the oriental fragrance showed no distinctive patterns for variations in the hue and tone of the color stimuli due to the subjects’ lack of knowledge and experience with oriental fragrance materials.
Meanwhile, Zellner, McGarry, Mattern-McClory, and Abreu (2007) investigated color-odor links, focusing on how the masculinity/femininity of a fragrance influences the selection of colors that corresponds to these colors, and then showed differences between the color selections chosen for male and female fragrances. Therefore, this research also extended the previous color-fragrance matching tests to a test population of South Korean participants, with a nearly even male-to-female ratio.
Together with the above analyses of the relationships between the hue and tone of chromatic colors and fragrance associations, this study explored whether the degree-of associations of the four fragrance families differed across the achromatic colors that have a different degree of lightness.

후속연구

It is hoped that this research will be beneficial for companies that want to convey the unique characteristics and fragrances of their perfumes to consumers by designing their bottles and packages in more effective and attractive ways.

참고문헌 (26)

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상세보기
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상세보기
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상세보기
Zellner, D. A., Bartoli, A. M., & Eckard, R. (1991). Influence of color on odor identification and liking ratings. American Journal of Psychology, 104, 547-561.

상세보기
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상세보기
Zellner, D. A., McGarry, A., Mattern-McClory, R., & Abreu, D. (2007). Masculinity/femininity of fine fragrances affects color-odor correspondences: a case for cognitions influencing cross-modal correspondences. Chemical Senses, 33, 211-222.

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용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

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