Contributions of synaesthesia to fragrance branding

Peter Cooper and Brooke Binder

This paper describes the contribution of synaesthesia (the union of the senses) to fragrance branding, including a discussion of experimental evidence that branding adds significantly to the fragrance experiences.

Contributions of synaesthesia to fragrance branding.

Peter Cooper and Brooke BinderCRAMQiQ, United Kingdom

INTRODUCTION

This paper describes the contribution of synaesthesia to fragrance branding, including experimental evidence that branding adds significantly to the experience of fragrances through the mechanisms of synaesthesia. Fragrances not only stimulate the olfactory sense but prompt visual, auditory, tactile, and taste sensations, yielding a total and holistic view of the brand experience.

Synaesthesia – the union of the senses – is a new and revolutionary method. 'Raw' fragrances have emotional and other synaesthetic meanings in their own right over and above the branded...

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