464 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS FIRST WORLD-FAT-CONGRESS Hamburg, from 12. to 18. October, 1964 organized by the INTERNATIONAL SOCIETY FOR FAT RESEARCH (ISF) on the occasion of its tenth Anniversary together with the DEUTSCHE GESELLSCHAFT FOR FETTWlSSENSCHAFT (DGF) in friendly association with the following international organisations: International dssociation of Seed-Crushers (IdSC) International Federation of Margarine dssociations (IFMd) dssociation Internationale de la Savonnerie et de la Ddtergence (diS) International Federation of the Societies of Cosmetic-Chemists (IFSCC) l,ectures, grouped in eight sections, will cover the whole field of fats and oils and their products: I. Oil-seed cultivation Technology of vegetable and animal oils and fats II. Fundamental research and analysis (general methods) Ill. Fats as foodstuffs (butter, margarine, edible oils, etc.) and as constituents of feedingstuffs IV. Biochemistry and Clinical Biology of fats V. Soaps and detergents VI. Fats and fatty acids in organic surface coatings VII. Cosmetic Science VIII. Miscellaneous applications Chemists, engineers, biologists, physicians, cosmetic specialists, and others interested in the above subjects are cordially invited to participate, and to write for further information to: DGF-Geschiiftsstelle, Lortzingsstra/Se 10, 44 Miinster/Westf., Germany International Society for Fat Research Prof. Dr. Dr. h. c. H. P. KAUFMA• President

J. soc. cos. CHEM. 15, 465-472 (1964) INFLUENCE OF COLOR IN THE ENVIRONMENT ON PERCEIVED FRAGRANCE QUALITIES By J. A. AUSTRIAN, B.A., C. VAN BOMMEL, M.A., and N. SeHWAkTZ, M.A.* Presented September 24-25, 1963, Seminar, Boston, Mass. ABSTRACT A study was conducted to measure the effect on perceived fragrance qualities of various colors in the environment. Panels of women con- sumers were individually exposed to the stimulus material and were asked to characterize the nature of the fragrances. The results showed significant variation in fragrance qualities as a function of color the implications of these findings in marketing and for future research are discussed. INTRODUCTION For many years our organization has maintained an interest in synesthesia: the mixing of sensory stimuli and response. The effect of sound on color perception, the effect of color on food flavors and the effect of package design on product acceptance have been measured--all with a view toward enhancing product performance in the market place. Ex- perience in working with advertising agencies, industrial designers and consumer product manufacturers has revealed that too often, basic psycho- physiological phenomena have been neglected, and maximum product performance is not achieved. This present study illustrates the importance of color on perceived fra- grance qualities and on fragrance advertising. An earlier paper from this organization (1) revealed a ,i/lear-cut pattern of color associations with certain well-known fragrances •e present work evolved from that earlier study. Specifically, the earlizr investigation revealed that a fragrance could evoke a reliable pattern of color response. The present study was designed to determine whether or not color could * United States Testing Co., Inc., Hoboken, N.J. • 465