Abstract Crossmodal correspondence is of scientific and commercial interest in regard to the packaging of food and beverages. Research has shown that colors and shapes can be associated with certain aromas, but these interactions have been less extensively studied with authentic visual stimuli (i.e., packaging), or with complex food odors in a matrix. This study investigated odor-color-shape crossmodal interactions with complex odor stimuli (wine odors) and wine labels. The present research used projective mapping with 3D shapes and colors, along with a wine label matching study, to test whether chardonnay odors of different character (buttery, citrus, floral, smoky, and vegetable) were associated with certain colors and shapes. In the projective mapping experiment, most chardonnay odors were grouped similarly; however, the vegetable-forward wine was more associated with sharper shapes. In the label experiment, yellow labels tended to be better matched with all odors, except the vegetable-forward wine, which was matched equally to all colors. These findings indicate that, regardless of odor character, chardonnay is mostly associated with a yellow colored label. Interestingly, results also indicated that not all correspondences aligned with the most common color association of an odor character’s (i.e., vegetative was not strictly associated with green, nor smoky with brown, etc.). Significant correlations were found between stimuli liking and matching scores, speaking to the role of hedonics in correspondences. Overall, the present research demonstrates evidence for odor-color-shape correspondences in complex odors and realistic visual stimuli, but not as strongly as in controlled environments and simplistic stimuli.

中文翻译：

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颜色、形状和酒味之间的交叉模式对应

摘要 跨模式通信在食品和饮料的包装方面具有科学和商业利益。研究表明，颜色和形状可能与某些香气有关，但这些相互作用与真实的视觉刺激（即包装）或基质中的复杂食物气味的研究较少。本研究调查了气味-颜色-形状与复杂气味刺激物（葡萄酒气味）和葡萄酒标签的交叉模式相互作用。本研究使用具有 3D 形状和颜色的投影映射以及葡萄酒标签匹配研究来测试不同特征（黄油味、柑橘味、花香、烟熏味和蔬菜味）的霞多丽气味是否与某些颜色和形状相关。在投影映射实验中，大多数霞多丽的气味分组相似；然而，蔬菜风味的葡萄酒与更锋利的形状有关。在标签实验中，黄色标签倾向于与所有气味更好地匹配，除了植物性葡萄酒，它与所有颜色均等匹配。这些发现表明，无论气味特征如何，霞多丽大多与黄色标签有关。有趣的是，结果还表明，并非所有对应关系都与气味特征的最常见颜色关联（即，植物体与绿色不严格相关，烟熏与棕色等不相关）。在刺激喜好和匹配分数之间发现了显着的相关性，说明了享乐在对应关系中的作用。总体而言，目前的研究证明了复杂气味和逼真的视觉刺激中气味-颜色-形状对应的证据，