INFLUENCE OF COLOR ON FRAGRANCE QUALITIES 471 The graphic presentation of the Chanel data shows at a glance that all four of the perceived fragrance qualities were rather strongly influenced by ad color, most strikingly so in the case of sweetness (Fig. 3). The data on apparent expensiveness are also interesting, in that the black-and-white Chanel ad yielded the highest expensiveness rating, closely I IOO, z 80' •- 60' [ 40- -- COLOR -- IOO 80 60- 40, 20' SHARP -- COLOR -- IOO' 80- 60' z '• 40- I SENSUAL I00' 80. 60' 40- EXPENSIVE -- COLOR - - COLOR - Figure 4.--Reaction to advertising of Tabu 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.) followed by the blue ad. The yellow and, especially, the magenta ad were associated with a significantly less expensive fragrance. Response to the Tabu ad (Fig. 4) did not show as much fluctuation with color as did response to the Chanel ad. Nevertheless, significant effects did emerge in the ratings for sweetness, sharpness and expensiveness. In the case of sharpness, for example, all three tinted ads increased the perceived sharpness of the perfume as compared with the black-and- white ad.

472 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS SUMMARY AND CONCLUSIONS In summarizing the results of this fragrance/color interaction study, it is concluded that color in the environment has a strong influence on per- ceived fragrance qualities. This study did not attempt to explore the full range of colors nor cover the many classes of fragrance available to a con- sumer. Instead, the work illustrates some of the implications and the importance of the use of color in conjunction with fragrance marketing. Similar data have been compiled by our organization for foods, beverages and appliances, and it has been found that marketing effectiveness has been based on sound consumer research. (Received January 17, 1964 •. REFERENCES (1) N. Schwartz and D. Foster, Proc. Sci. Sect. Toilet Good! zissoc. No. 27, 32 (1957). (2) C. W. Dunnett, 7- Arm. Star. zi.rsoc., 50, 1096 (1955).