후각적 감성과 시각적 감성의 연상관계: 향수의 향기와 패키지의 공감각적 분석을 중심으로

Abstract

Customers of 21century are looking for a product in consideration of not only functional aspects that gives comfort to their lives but also those that can satisfy their senses. Products are being made with sensible designs more and more, but there is little advanced research that focuses on sense and sensibility in the design paradigm. So in this research, we studied on the correlation of olfactory and visual senses with the sample that shows both visual sense, which is the most popular subject of research among the five senses, and olfactory sense, which is the least popular one. First of all, we are trying to figure out the congruency between the visual image of the package design and olfactory image of the fragrance with a sample of perfume that has both visual and olfactory senses. Thus, we examined if the product was made adequately with olfactory sense and visual sense through sensibility SD method. The perfume selected for the research was ranked at 21th for the fourth quarter in 2013, and we didn’t consider any specific products family. As for the method of the study, we at first paid attention to the visual sense that people would feel with the visual form of the package design, evaluated the olfactory image of the object, and then we measured the result by the loading amount after using varimax rotation. By this research, we could deduce the result that the preference for olfactory image, compared with that for visual sense, can vary according to the individual’s environment, memory, etc., and that there is no enough distribution to define by sense adjective language. Hence, we suggested the direction of research and the direction of further research.