466 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS have a facilitating effect on flagrance perception--that is, whether certain colors could bring to mind certain fragrance qualities or influence those qualities objectively perceived. PROCEDURE The program was divided into two phases. The first phase was con- cerned with the effect of color on the perceived qualities of two well-known_. perfumes--Chanel No. $©* and Tabu. ©** These fragrances were selected virtually at random from the wide variety of popular perfumes on the market. They were not intended to represent any particular segment of the fragrance spectrum and were chosen solely as test stimuli. Their in- dividual qualities were considered less important than the effect on them of the environmental influences which were to be assessed. Each of these perfumes was individually evaluated and rated by panels of women consumers. The stimulus colors were associated with the fra- grances by presenting the perfumes on blotting strips which could be one of four colors--white, blue, yellow or magenta. An individual respondent evaluated only a single perfume in conjunction with a single color. She was not aware of the true purpose of the test- namely, that the color variable was being studied neither was she aware of the identity of the perthme she was evaluating. She was asked to smell the fragrance and to rate it on a bi-polar scale for each of four qualities sweetness, sharpness, sensuality and expensiveness. On each scale, the respondent was asked to place a check mark at any point along the line to indicate her judgment of the fragrance in question. By measuring the distance be- tween her check mark and the beginning of the scale, her judgment was translated into a numerical score between 0 and 100. Separate panels of 400 women were tested on each fragrance these were further subdivided into groups of 100 women who rated the fragrance in conjunction with each of the four colors. These interviews were conducted in the New York and Chicago Public Opinion Testing Stations of the United States Testing Company. At these facilities, passersby are in- vited to participate in a variety of consumer product tests and market research studies. •[ RESULTS The results of the first phase are summarized in Table I. This presents the mean ratings given to Chanel and Tabu when evaluated on blotting * Registered T•.•tdemark, Chanel, Inc. ** Registered •[demark, Dana Perfhmes Corp.

INFLUENCE OF COLOR ON FRAGRANCE QUALITIES TABI,E I--REAcTiON TO FRAGRANCE WHEN ASSOCIArED WITH COl.OR 467 , Mean Ratings fm . Sweet Sharp Sensual Expensive Associated with White Blue Yellow Magenta Associated with White Blue Yellow Magenta Least significance difference (2) Chanel _2%'o. 5 43 66 44 71 4l 68 31 66 58 76 5O 77 6O 53 58 6O Tabu 73 45 70 68 58 58 74 63 79 54 75 78 77 45 76 48 8.3 6.0 8.4 7 2 z 8O a:: 60 z ,,• 40 I •o SWEET IO0- z 80 a:: 60. 40. SHARP -- COLOR-- -- COLOR-- z_ 8o. 60' 4,0' I 20 SENSUAL IO0 80, 60' 40, 20. EXPENSIVE -- COLOR -- - COLOR - Figure l .--.Reaction to Chanel No. 5 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.)