제품 패키지 디자인에 나타난 색과 향의 조합에 따른 브랜드 커뮤니케이션

Abstract

Amongthe rising research interest in visual-olfactory correspondences, color and scent have repeatedly been shown to be closely correlated. Howeverprevious research efforts have largely concentrated in investigating the direct associations between color and scent, and neglected how such associations can provide consumers’ attitudinal advantages in design. An online survey was conducted to 330 participants to investigate the effect of color and scent motif congruence on product image and consumers’ cognitive, affective, and behavioral attitudes. Study results revealed that consumers evaluate products with congruent color and scent motifs as morefamiliarandemotional and products with incongruent color and scent motifs as more unfamiliar and rational. Also, color and motif congruence in packaging design led to higher cognitive, affective, and behavioral attitudes, where consumers with higher preference for color and scent showed higher attitudinal responses. This study contributes to the relevant research stream by empirically verifying the interactive influence of visual and olfactory images on product packaging design.