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...