フォントの視覚的特徴が香りの印象に及ぼす効果

抄録

In general, we use expressions of other sensory modalities when expressing scents (e.g., sweet smell, sharp smell). Hence, it is possible that information processing in olfaction involves information processing in other sensory modalities. Particularly, many studies have been conducted on vision and olfaction, revealing that visual stimuli such as colors and pictures affect olfaction, and that shape characteristics affect scent intensity (e.g., Sakai et al., 2006; Ayabe, 2011). These findings can be applied to the package design of fragrance products such as fabric softeners and perfumes. Childers & Jass (2002) found that many elements constituting package design, font design, in particular, influence consumers’ evaluation and impression of a product. Therefore, in this study, we examined how the visual characteristics of font type (round font, square font) affect scent impression (likeability, intensity, softness, gender associated with the scent). The results indicated that the visual characteristics of the font, presented simultaneously as the scent, influence scent likeability, intensity, and associated gender. The likeability ratings were a significant main effect of font type, and were significantly higher for the round font than for the no letter condition. Thus suggesting that round font enhanced scent likeability. The intensity ratings and associated gender significantly interacted in the scent and font conditions. The match (or mismatch) between scent image and visual characteristics influenced scent impression. However, not all font types were found to be effective for all scents in this study. These results suggest that the effect of vision on scent impression may be influenced not simply by whether the image of the scent matches the visual characteristics, but by the degree of harmony between the scent and font impression (the degree to which the impression matches).