Can we predict fragrance preferences from consumer's choice of colour?

David Rose and Vivien Wilton

A relationship between colour preference and fragrance, should one exist, might enable inferences to be drawn from information concerning the former about which types of perfume a consumer might be expected to wish to buy.

Can we predict fragrance preferences from consumer's choice of colour?

Vivien Wilton andDavid Rose MSTS Ltd, United Kingdom

BACKGROUND

Relationships between mood and aroma are implicit in the marketing of fragrances, and yet the characterisation of a relationship between the two remains something of an art form. Haarmann and Reimer note a correlation between a preference for oriental fragrances and blue-violet colours, and also describes correlations between fragrance preference, colour preference and mood tendency.

Though obviously psychometric methods exist to quantify mood, this is difficult to assess easily or directly in a simple market research survey....

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