2015年包装外文翻译-香水包装设计中体现的颜色与味道一致性研究（节选）

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1、中文 2750 字 ， 1600 英文单词， 9000 英文字符 文献出处： Schifferstein H N J, Howell B F. Using colorodor correspondences for fragrance packaging designJ. Food Quality & Preference, 2015, 46:17-25. Using colorodor correspondences for fragrance packaging design Hendrik N.J. Schifferstein , Bryan F. Howell Abstract Fra

2、grance companies may use colors in packaging design to communicate the properties of their fragrances. Packages with matching colors may have an additional advantage: some studies suggest that consumers prefer offerings for which all sensory impressions are congruent. Hence, we investigated whether

3、consumers are more likely to buy fragrances with a matching package. For ve fragrances we created a package, based on a harmonious combination of three colors that obtained high odorcolor goodness-of t ratings in a previous study. Packages were identical in design, except for the colors used. The ap

4、propriateness ratings for the ve packages were indeed found to be related to the ratings for its major colors. Subsequently, we assessed the degree to which participants were likely to buy different fragrance package combinations. However, buying intentions were not affected by the degree of matchin

5、g between fragrance and packaging. Instead, they were typically dependent on the degree of liking for the fragrance and, to a lesser extent, on the degree of liking for the package. Keywords: Fragrance ； Color ； Congruency ； Package ； Design； Buying intention 1 . Introduction Communicating fragrance

6、 properties is difcult without directly experiencing the smell of the fragrance. Fortunately, several studies have shown that people show fairly consistent odor color correspondences. Possibly, fragrance companies can make use of such cross -modal correspondences to create fragrance pack- ages and advertisements that communicate the properties of these fragrances and thus generate consumer expectations that are as aligned as possible with the fragrance perception. Another reaso