Report: Color trends help perfumers create winning fragrancesReport: Color trends help perfumers create winning fragrances
March 11, 2015
Color trends inspire perfumers to create innovative fragrances and the distinctive colors of a product set consumer expectations about how the product should smell
A comprehensive study from the fragrance company Arylessence says that our sense of sight and smell are closely linked and work together to help consumers make buying decisions. Color trends stimulate perfumers in the creation of new and different fragrances, the study says, and the distinctive colors of a product and its packaging set expectations among consumers about how the product should smell. Conducted among female consumers in Atlanta, the study demonstrated that people can describe the "scent" of selected colors, and typically use the same words to describe the scent's emotional effect.
"Traditionally, perfumers have depended on the product itself for creative inspiration—or on how products in a category should be perceived," says Arylessence president Steve Tanner. "Our research shows that color works even more effectively to shape consumer expectations, and that the colors of a product and its packaging translate into winning fragrances that reflect the power of the whole brand."
Arylessence marketing experts track the colors, shades and hues that reflect "deep trends" in the consumer marketplace and reveal the preferences shoppers have for the products they buy, how they dress themselves and their children, and how they decorate their homes. These definitive color factors shape fragrance design.
"Our passion for color influences all the choices we make as consumers," says Arylessence director of marketing Lori Miller Burns. "Creating winning fragrances today means studying every facet of product and packaging—especially color and design—and then developing scents that capture the brand's visual power. Consumers expect all these elements to be in perfect harmony."
Working closely with marketers, Arylessence teams use a complex model to analyze the brand, understand target consumers and evaluate the predominant colors of product, packaging and marketing communications.
"We help marketers align every element that constitutes the brand in the consumer's imagination," says Lori Miller Burns. "Our perfumers create fragrances that reflect the whole brand, have the power to attract consumers and, ultimately, become part of the consumer's life. Among all the components of a brand, fragrance is the one that makes the strongest emotional connection. Color helps make that connection happen."
Source: Arylessence Inc.
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