We have long suspected it. In fact we have even devoted a whole essay with empirical data to support the case on how colour plays a big role when choosing scent. But now research comes to confirm it, even though it reads much like promotion for a company promoting top-to-bottom colour & fragrance design.
"A comprehensive study from the fragrance company Arylessence says that our sense of sight and smell are closely linked and work together to help consumers make buying decisions. Color trends stimulate perfumers in the creation of new and different fragrances, the study says, and the distinctive colors of a product and its packaging set expectations among consumers about how the product should smell. Conducted among female consumers in Atlanta, the study demonstrated that people can describe the 'scent' of selected colors, and typically use the same words to describe the scent's emotional effect.
'Traditionally, perfumers have depended on the product itself for creative inspiration – or on how products in a category should be perceived,' says Arylessence President Steve Tanner. 'Our research shows that color works even more effectively to shape consumer expectations, and that the colors of a product and its packaging translate into winning fragrances that reflect the power of the whole brand.'
Don't let me catch you decanting that powerful leather juice into a bottle with pink frou frou or that sweet girly gourmand into a smooth sand-blasted aluminum can...