Crossmodal correspondence between color,shapes, and wine odors |
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Affiliation: | 1. USC 1422 GRAPPE, INRAE, Ecole Supérieure d’Agricultures, SFR 4207 QUASAV, 55 rue Rabelais, 49100 Angers, France;2. StatSC, ONIRIS, INRAE, 44322 Nantes, France;1. Center for Multisensory Marketing, Department of Marketing, BI Norwegian Business School, Oslo, Norway;2. School of Mathematical and Physical Sciences, University of Newcastle, Newcastle, NSW, Australia;3. Department of Marketing, McGill University, Montréal, Canada;4. School of Psychology, The University of Adelaide, Adelaide 5005, SA, Australia;1. Department of Agricultural Economics, Statistics and Business Management, Universidad Politécnica de Madrid, Escuela Técnica Superior de Ingeniería Agronómica, Alimentaria y de Biosistemas, Ciudad Universitaria s/n, 28040 Madrid, Spain;2. BCC Innovation. Basque Culinary Center, Paseo Juan Avelino Barriola 101, 20009 Donostia-San Sebastián, Spain;3. Euskampus Fundazioa, UPV/EHU, Edificio Rectorado, Barrio Sarriena Auzoa, 48940 Leioa, Bizkaia, Spain;1. Department of Marketing, BI, Norwegian Business School, Oslo, Norway, NO-0442 Oslo, Norway;1. Department of Economics and Statistics, University of Udine, Via Tomadini n. 30/a, 33100 Udine, Italy;2. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Delle Scienze n. 206, 33100 Udine, Italy;3. Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via Sondrio, n. 2/A, 33100 Udine, Italy;1. Departamento de Ingeniería de Diseño y Fabricación, Escuela de Ingeniería y Arquitectura, Universidad de Zaragoza, c/ María de Luna 3, C.P. 50018 Zaragoza, Spain;2. Departamento de Estadística, Universidad de Salamanca, c/ Espejo 2, C.P. 37007 Salamanca, Spain;3. Bioestatistics Unit-IBSAL, Instituto de Investigación Biomédica de Salamanca, Paseo de San Vicente 58-182, 37007 Salamanca, Spain;4. Marketing and Consumer Behaviour Group, Wageningen University & Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands |
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Abstract: | Crossmodal correspondence is of scientific and commercial interest in regard to the packaging of food and beverages. Research has shown that colors and shapes can be associated with certain aromas, but these interactions have been less extensively studied with authentic visual stimuli (i.e., packaging), or with complex food odors in a matrix. This study investigated odor-color-shape crossmodal interactions with complex odor stimuli (wine odors) and wine labels. The present research used projective mapping with 3D shapes and colors, along with a wine label matching study, to test whether chardonnay odors of different character (buttery, citrus, floral, smoky, and vegetable) were associated with certain colors and shapes. In the projective mapping experiment, most chardonnay odors were grouped similarly; however, the vegetable-forward wine was more associated with sharper shapes. In the label experiment, yellow labels tended to be better matched with all odors, except the vegetable-forward wine, which was matched equally to all colors. These findings indicate that, regardless of odor character, chardonnay is mostly associated with a yellow colored label. Interestingly, results also indicated that not all correspondences aligned with the most common color association of an odor character’s (i.e., vegetative was not strictly associated with green, nor smoky with brown, etc.). Significant correlations were found between stimuli liking and matching scores, speaking to the role of hedonics in correspondences. Overall, the present research demonstrates evidence for odor-color-shape correspondences in complex odors and realistic visual stimuli, but not as strongly as in controlled environments and simplistic stimuli. |
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Keywords: | Wine Aroma Color Shape Crossmodal Packaging |
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