INFLUENCE OF COLOR ON FRAGRANCE QUALITIES TiBLE II REiCT]ON TO ADVEKTISlNG WVlE•,, ASSOCIATED wIr-H COLOK 469 . Mean Ratings For Sweet Sharp Sensual Expensiv• Associated with White Blue Yellow Magenta Associated with White Blue Yellow Magenta Least significant difference (2) Chand No. 5 19 42 15 88 10 53 17 86 64 70 36 75 57 51 52 59 Tabu 56 33 82 75 5O 51 80 79 71 51 88 60 77 44 94 68 5.8 7.6 6.O 7 5 I00. 80- 60- 40- 20. SWEET -- COLOR- I00- 80' 60- 40- 20- SHARP i B Y -- COLOR ioo. 80. 60. 40. SENSUAL I00. I z 80- 60- 40- 20. EXPENSIVE -- COLOR -- -- COLOR -- Figure 2.---Reaction to Tabu fragrance when associated with color. (The response to a color is a discrete variable the points on the curves are connected only to assist the eye in following the change in response.)

470 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS in the first column, followed by the ratings for sharpness, sensuality and expensiveness. In considering these data, it must be remembered that the respondents were rating their image of the fragrance of the perfume as evoked by the ad, not the perfumes themselves. As in the actual fragrance evaluations, Tabu was thought to be sweeter and more sensual than Chanel on the basis of the white data. In this IOO' 80' 40' 20- SWEET I00- I z 80- ,,- 60- • z 1 40- I 20- -- COLOR -- SHARP -- COLOR -- I I00' _z so- "' 60- [ 40- i 2o. SENSUAL i I00 - 80- y z EXPENSIVE - COLOR -- - COLOR - Figure 3.--Reaction to advertising of Chanel No. 5 when associated with color. (The re- sponse to a color is a discrete variable the points on the curves are connected only to assist the eye in following the change in response.) phase, the margin of difference between Tabu and Chanel was considerably greater than in the previous phase. Turning now to the influence of ad color on perception of the perfumes, it can be seen that Chanel's rating for sensuality was very low in response to both the black-and-white and the blue ads. Tinting the ad yellow raised Chanel's sensuality rating by 21 points, and tinting it magenta raised it even further--37 points. The Tabu ad evoked very high sensuality ratings even in black-and-white, so that even tinting it magenta could only raise its perceived sensuality by 12 points.