2015年包裝外文翻譯-香水包裝設(shè)計(jì)中體現(xiàn)的顏色與味道一致性研究（節(jié)選）

1、<p>　　中文2750字 ，1600英文單詞，9000英文字符</p><p>　　文獻(xiàn)出處：Schifferstein H N J, Howell B F. Using color–odor correspondences for fragrance packaging design[J]. Food Quality & Preference, 2015, 46:17-25.</p&g

2、t;<p>　　Using color–odor correspondences for fragrance packaging design</p><p>　　Hendrik N.J. Schifferstein , Bryan F. Howell</p><p><b>　　Abstract</b></p><p>　　F

3、ragrance 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 offering

4、s for which all sensory impressions are congruent. Hence, we investigated whether consumers are more likely to buy fragrances with a matching package.</p><p>　　For ?ve fragrances we created a package, base

5、d on a harmonious combination of three colors that obtained high odor–color goodness-of ?t ratings in a previous study. Packages were identical in design, except for the colors used. The appropriateness ratings for the ?

6、ve packages were indeed found to be related to the ratings for its major colors.</p><p>　　Subsequently, we assessed the degree to which participants were likely to buy different fragrance– package combinatio

7、ns. However, buying intentions were not affected by the degree of matching between fragrance and packaging. Instead, they were typically dependent on the degree of liking for the fragrance and, to a lesser extent, on the

8、 degree of liking for the package.</p><p>　　Keywords: Fragrance ；Color ；Congruency ；Package ；Design；Buying intention</p><p>　　1. Introduction</p><p>　　Communicating fragrance prope

9、rties is dif?cult 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 u

10、se 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 th

11、e fragrance perception. Another</p><p>　　In the present paper, we create different multi-color fragrance packages based on the goodness-of-?t judgments for a number of speci?c fragrance–color combinations. W

12、e show that packages that are composed of three matching colors also match that particular fragrance when they are presented in the form of a multicolor package. Subsequently, we investigate whether matching packages

13、result in increased buying intentions for the target fragrances.</p><p>　　1.1.Odor–color correspondences</p><p>　　People have dif?culty in communicating about smell experi- ences through words

14、(Engen, 1982), which limits the usefulness of verbal communication in fragrance marketing. As a consequence, fragrance companies who want to inform potential consumers about the experiences their products elicit face a

15、dif?cult task. An alternative could be to communicate properties of fra- grance experiences through the colors of the fragrance ?uid, the bottle, the packaging, advertisements, and other promotion mate</p><p&g

16、t;　　Several authors have reported consistent relationships between perceived odor properties and color properties. In one of the ?rst systematic studies on the topic, Gilbert, Martin, and Kemp (1996) found that color mat

17、ches for various equiintense fragrance materials differed on the Munsell dimensions chroma (saturation) and value (brightness). In a follow-up study in which the odorants also varied in intensity, Kemp and Gilbert (1997)

18、 found that matching colors generally showed greater variation i</p><p>　　1.2.Possible effects of (in)congruent package colors on odor experience</p><p>　　There are some indications that the la

19、tter question should be answered af?rmatively. For instance, when a color ?ts a fragrance, their combination communicates a coherent message and is more likely to be regarded as a unitary whole. Perceived unity, in turn,

20、 is correlated with ratings of aesthetic appeal and product liking (Bell, Holbrook, & Solomon, 1991; Bone & Jantrania, 1992; Veryzer & Hutchinson, 1998). The colors of packaging are likely to generate expecta

21、tions with regard to the propertie</p><p>　　6.General discussion</p><p>　　6.1. Is preference for a complex stimulus determined by the liking of the individual (independent) components, or by th

22、e degree of congruence between the different elements?</p><p>　　In the present study, we found that buying intentions for the fragrance–package combinations were mainly related to the liking scores for the f

23、ragrances and, to a lesser extent, to the liking scores for the packages. The degree of matching did not seem to play a role in determining the buying intentions.</p><p>　　Finding no effect of matching is no

24、t uncommon in studies involving smells. For instance, Schifferstein and Michaut (2002) investigated the effect of adding congruent or incongruent pleasant odors on product evaluations for food, personal care and househol

25、d products. These authors also found no effect of the degree of odor-product congruency on overall product evaluations and buying intentions. They speculated that odor-product congruency might be more important during pr

26、oduct trial than during p</p><p>　　6.2.Considerations in fragrance buying for women and men</p><p>　　We were quite surprised by the ?nding that women who buy a fragrance for a female friend or

27、relative do not seem to choose a fragrance or package they would like. In general, the intentions of buying a fragrance for another female were extremely low. In addition, all regression coef?cients were below 0.15, whic

28、h is rather low compared to the values found when buying fragrances for themselves or for male friends. To clarify these ?ndings, we interviewed 12 women from the US target group about the</p><p>　　6.3.Poss

29、ible implications for design</p><p>　　Our ?ndings suggest that color–fragrance associations currently do not in?uence consumer preferences for fragrances. Probably, when fragrance companies make design decis

30、ions about package, ?uid, and bottle colors, they more often base their choices on trends or traditions in style, rather than on empirical evidence on intuitive associations with other product characteristics. Typically,

31、 designers may make several packaging proposals based mainly on artistic expression, differentiation from compe</p><p>　　However, even though we found no effects of color matching on product buying intention

32、s in the present study, we think that it would be unwise and premature to conclude that color appropri- ateness is unimportant for fragrance packaging design. Odors do not only show correspondences with colors, but also

33、with shape (Becker, van Rompay, Schifferstein, & Galetzka, 2011; Hanson-Vaux, Crisinel, & Spence, 2013) and abstract symbols (Seo et al., 2010). This may provide additional direction for design </p><p&

34、gt;　　Alternatively, we may start to develop an alternative way in which fragrances are created and sold. For instance, to follow some women’s desire to hide the identity of their fragrance, we might develop stores where

35、fragrances are available in bulk containers, aligned on a wall by category. Consumers may select an unbranded bottle from a variety of shapes to then ?ll with whatever scent they want (or mix their own). In this case, th

36、e bottle would no longer identify their fragrance, and they could</p><p>　　香水包裝設(shè)計(jì)中體現(xiàn)的顏色與味道一致性研究</p><p><b>　　摘要</b></p><p>　　香水公司可以在包裝的設(shè)計(jì)上注意色彩的使用以傳達(dá)香水的特點(diǎn)。配色協(xié)調(diào)的包裝往往能帶來額外的優(yōu)

37、勢：一些研究表明消費(fèi)者更喜歡那些所有感官印象一致的樣品。</p><p>　　因此，我們調(diào)查了是否消費(fèi)者更喜歡那些帶有協(xié)調(diào)配色包裝的香水。我們?yōu)槲宸N香水制作了同一包裝，這種包裝基于前期研究獲得較高評價(jià)的三種顏色的完美融合。包裝除了使用不同的顏色在設(shè)計(jì)上是相同的。我們發(fā)現(xiàn)對這五種包裝的合適性評價(jià)的確與對包裝主體顏色評價(jià)相關(guān)。</p><p>　　隨后，我們對受試者買配有哪種包裝香水的傾向程度

38、進(jìn)行了評估。然而，受試者購買意圖并沒有受香水與包裝之間搭配程度的影響。相反，他們通常根據(jù)對香水本身的喜歡程度來選擇，較少地取決于對包裝的喜愛程度。</p><p>　　關(guān)鍵詞:香氣；顏色；一致；包裝；設(shè)計(jì)；購買意向</p><p><b>　　1.引言</b></p><p>　　沒有對香水味道的直接體驗(yàn)而進(jìn)行對香水特征的傳達(dá)是十分困難的。值得

39、高興的是，一些研究己經(jīng)表明，人們對味道與顏色一致性的關(guān)注。香水公司也可能利用兩感交叉的一致性來制作能夠傳達(dá)香水特點(diǎn)并產(chǎn)生消費(fèi)者對香水知覺一致性期望的香水包裝以及廣告。公司可能使用這些一致性的另外的一個(gè)原因是消費(fèi)者更喜歡那些所有感官印象一致的樣品。</p><p>　　在本文中，我們根據(jù)對一些特定的香味組合的判斷，建立了不同的多色香味包。我們表明，由三種匹配顏色組成的香味包，當(dāng)它們以多色包裝形式呈現(xiàn)時(shí)，也符合特定的

40、香味。隨后，我們調(diào)查匹配包是否會(huì)引起目標(biāo)香水的購買意圖增加。</p><p>　　1.1顏色與味道一致性</p><p>　　人們在通過言語來對味覺體驗(yàn)進(jìn)行傳達(dá)有一定難度（恩金，1982),這限制了言語交際在香水營銷中的有效性。因此，那些想要使?jié)撛谙M(fèi)者了解他們產(chǎn)品所帶來體驗(yàn)的香水公司面臨著一個(gè)艱巨的任務(wù)。香水液體的顏色，瓶子，包裝，廣告以及其他營銷材料也可以傳達(dá)香水體驗(yàn)的特征（沙爾夫，福

41、爾克默，2000)。</p><p>　　一些研究者報(bào)告了感知?dú)馕秾傩院皖伾珜傩灾g的一致關(guān)系。在關(guān)于該主題的首次系統(tǒng)研究中，吉爾伯特、馬丁和坎普(1996年)發(fā)現(xiàn)，各種芳香物質(zhì)的顏色匹配在孟塞爾維度色度(飽和度)和值(亮度)上不同。在一項(xiàng)后續(xù)研究中，氣味物質(zhì)的強(qiáng)度也不同，坎普和吉爾伯特(1997年)發(fā)現(xiàn)，匹配的顏色通常比氣味中的色調(diào)變化更大，而感知強(qiáng)度與亮度有關(guān)。賽馳豐藤和探大佳吉 (2004)進(jìn)行了氣味匹配研

42、究，在此研究中，他們使用復(fù)雜的香水和彩色芯片作為刺激。在本研究中，黑色維度產(chǎn)生最大數(shù)量的香水之間的差異，這表明顏色亮度維度可能是最顯著的區(qū)分香水。最近，克姆( 2013)顯示，顏色維度可以與不同類型的香味家族相關(guān)。</p><p>　　1.2包裝顏色對氣味體驗(yàn)的影響</p><p>　　例如，如果顏色與香水相配，那么它們的結(jié)合就可以傳達(dá)一個(gè)一致的信息，也可以把它們看作是一個(gè)整體。反過來，感

43、知的統(tǒng)一與審美情趣以及對產(chǎn)品的喜好有關(guān)（貝爾，霍爾布魯克，所羅門，1991;伯恩，詹塔尼亞，1992;維爾澤爾，哈欽森，1998)。包裝的顏色有可能是消費(fèi)者產(chǎn)生對與包裝內(nèi)容相關(guān)屬性的期望（沙爾夫，福爾克默，2000;尚卡爾，列維坦，斯彭斯，2010)。我們觀察到例如在話語中，人們總是提及不同顏色的包裝（阿瑞斯，德利茲,2010)。這些期待對于嗅覺信息的加工都有影響（席費(fèi)爾斯坦，2001)。例如，香水包裝的顏色會(huì)影響對香水品質(zhì)以及濃度的感

44、知（加蒂，博得格尼，斯彭斯，2014;沙夫，福爾克默，2000)。此外，一個(gè)合適的包裝顏色有助于辨別香水類型以及專用性別分類（策爾納，麥克蓋瑞，馬特恩麥考利，和阿伯，2008)，也有助于辨別香味來源以及香味的命名（赫茲，2003), 這可能有助于進(jìn)一步處理香水信息。然而，如果一種顏色與難聞氣味源有聯(lián)系，那么可能會(huì)使消費(fèi)對于香水的喜愛產(chǎn)生消極影響（赫茲，萬?克萊夫,2001).</p><p>　　6 一般討論6

45、.1偏好由個(gè)體(獨(dú)立)成分的偏好決定的復(fù)雜刺激，還是不同元素之間的一致性程度？ 在本研究中，我們發(fā)現(xiàn)香水的購買意圖—包裝組合主要與香水的喜好分?jǐn)?shù)有關(guān)，在較小的程度上與包裝的喜好分?jǐn)?shù)有關(guān)。匹配程度似乎沒有在確定購買意圖方面發(fā)揮作用。</p><p>　　在涉及氣味的研究中，尋找不匹配的效果并不鮮見。例如，思飛騰和米紹( 2002)調(diào)查了添加相同或不一致的宜人氣味對食品、個(gè)人護(hù)理和家庭產(chǎn)品的產(chǎn)品評價(jià)的影響。這

46、些研究者還發(fā)現(xiàn)氣味-產(chǎn)品一致性程度對整體產(chǎn)品評價(jià)和購買意圖沒有影響。他們推測氣味-產(chǎn)品一致性可能在產(chǎn)品試驗(yàn)期間比在產(chǎn)品選擇期間更重要。勒登和思飛騰( 2009)沒有發(fā)現(xiàn)氣味的適當(dāng)程度對通常不攜帶氣味的工業(yè)產(chǎn)品的情感評估的影響。同樣，波爾舍羅、德爾普蘭克、戈德羅和卡耶( 2013)得出結(jié)論，色彩搭配的優(yōu)化并沒有導(dǎo)致織物柔軟劑的主觀情感反應(yīng)明顯增加。與目前的研究相似，他們的研究強(qiáng)調(diào)了香水在情感反應(yīng)中的主導(dǎo)作用，并且在顏色方面更有限。<

47、/p><p>　　6.2女性和男性購買香水的考慮</p><p>　　我們很驚訝的發(fā)現(xiàn)，為女性朋友或親戚購買香水的女性似乎沒有選擇她們想要的香水或包裝。一般來說，購買一種香水的意圖是非常低的。此外，所有回歸的系數(shù)都低于0.15，這與為自己購買香水或男性朋友購買香水的值相比是比較低的。為了澄清這些發(fā)現(xiàn)，我們采訪了來自美國目標(biāo)群體的12名女性，詢問她們購買特定香水的動(dòng)機(jī)。這些訪談表明，女性為其他女

48、性購買香水并不常見。女性將香水視為她們個(gè)人身份的重要組成部分。她們認(rèn)為這是非常個(gè)人和親密的。多年來，她們可能會(huì)使用相同的香水，而有些女人則對香水的選擇保密，這樣他們的朋友就不會(huì)使用同樣的香水了。因此，他們不會(huì)為女性朋友購買同樣的香水。</p><p>　　6.3對設(shè)計(jì)產(chǎn)生的啟示</p><p>　　我們的發(fā)現(xiàn)表明，顏色與香水的聯(lián)系目前沒有影響到顧客對香水的偏愛。當(dāng)香水公司設(shè)計(jì)其包裝，液體，

49、瓶子顏色的時(shí)候，他們往往基于潮流以及傳統(tǒng)的樣式進(jìn)行選擇，而不是基于與產(chǎn)品其他特征有本質(zhì)聯(lián)系的經(jīng)驗(yàn)性實(shí)例。通常，設(shè)計(jì)者主要基于藝術(shù)表現(xiàn)，競爭品牌的差異化以及自己品牌風(fēng)格的一貫特征，給出多個(gè)設(shè)計(jì)方案，讓受眾選擇一個(gè)，而這一個(gè)就將是投入市場的最合適的。</p><p>　　然而，盡管在目前的研究中我們發(fā)現(xiàn)配色對于消費(fèi)者的購物傾向沒有影響，但是我們認(rèn)為給出合理的配色對于香水包裝設(shè)計(jì)并不重要的結(jié)論為時(shí)過早。味道不僅顯示了與

50、顏色的一致性也顯示了與形狀（貝克爾，萬?羅姆培，席費(fèi)爾斯坦，蓋里茲卡，2011，漢森?斯彭斯，克瑞斯尼爾，沃克斯，2013)以及抽象符號的一致性（Seo等人，2010)。這會(huì)給設(shè)計(jì)策略提供另外的研究方向。目前，當(dāng)顧客進(jìn)到一個(gè)香水商店，香水的商標(biāo)，包裝，瓶子形狀是最先引人注意的。因此，在設(shè)計(jì)中，刺激物之間的一致性對于建立一致的香水信息以及培養(yǎng)正確的產(chǎn)品期待是十分重要的。包裝設(shè)計(jì)很可能會(huì)吸引到那些尋找特點(diǎn)獨(dú)特香水的顧客。如果這一期待沒有滿足