Cross-Modal Correspondence Study Between Odors and Shapes of Traditional Chinese Incense
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Traditional Chinese incense is highly favored by consumers in the market of “emotional marketing” due to its aromatic olfactory experience and stress-relieving effects. In the design of olfactory products, cross-sensory interactions can enhance the consumer experience by triggering emotional resonance. However, existing research on olfactory-visual associations has predominantly focused on the relationship between odor and color, necessitating further investigation and empirical evidence regarding the relationship between odor and shape in traditional Chinese incense. This study aims to explore the correspondence between the olfactory and visual dimensions of traditional Chinese incense based on cross-modal correspondence. Firstly, the classification and odor characteristics of traditional Chinese incense were examined theoretically. Secondly, theoretical examinations were conducted on the cross-modal correspondence of olfaction. Finally, ten different odor types of incense were experimentally investigated in terms of odor perception dimension and shape dimension using a form scale based on two shapes and adjectives scale. The results found that the fruity, osmanthus, and powdery odors were significantly associated with rounded shapes, while the herbal, woody, and grassy types were significantly associated with angular shapes. Additionally, hedonic value emerged as a crucial factor in the cross-modal correspondences between odor and shape, with more pleasant odors associated with rounder shapes and less pleasant odors associated with sharper, angular shapes. Notably, odor intensity was also found to modulate cross-modal correspondences, with stronger floral odors often linked to rounded shapes and lighter woody odors associated with angular shapes. This study is expected to fill the research gap in the visualization of olfactory attributes of traditional Chinese incense and provide theoretical support for the visual design and promotion of traditional incense products, thereby offering valuable insights into enhancing the consumer experience of traditional Chinese incense products.
Abstract
Traditional Chinese incense is highly favored by consumers in the market of “emotional marketing” due to its aromatic olfactory experience and stress-relieving effects. In the design of olfactory products, cross-sensory interactions can enhance the consumer experience by triggering emotional resonance. However, existing research on olfactory-visual associations has predominantly focused on the relationship between odor and color, necessitating further investigation and empirical evidence regarding the relationship between odor and shape in traditional Chinese incense. This study aims to explore the correspondence between the olfactory and visual dimensions of traditional Chinese incense based on cross-modal correspondence. Firstly, the classification and odor characteristics of traditional Chinese incense were examined theoretically. Secondly, theoretical examinations were conducted on the cross-modal correspondence of olfaction. Finally, ten different odor types of incense were experimentally investigated in terms of odor perception dimension and shape dimension using a form scale based on two shapes and adjectives scale. The results found that the fruity, osmanthus, and powdery odors were significantly associated with rounded shapes, while the herbal, woody, and grassy types were significantly associated with angular shapes. Additionally, hedonic value emerged as a crucial factor in the cross-modal correspondences between odor and shape, with more pleasant odors associated with rounder shapes and less pleasant odors associated with sharper, angular shapes. Notably, odor intensity was also found to modulate cross-modal correspondences, with stronger floral odors often linked to rounded shapes and lighter woody odors associated with angular shapes. This study is expected to fill the research gap in the visualization of olfactory attributes of traditional Chinese incense and provide theoretical support for the visual design and promotion of traditional incense products, thereby offering valuable insights into enhancing the consumer experience of traditional Chinese incense products.
참고문헌 (19)
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