Smell is one of the least trained of our five senses, despite its importance to memory, as is evident when it relates to color and concepts. People tend to make associations and identifications of certain fragrances based on colors, depending on the cultural and historical context. We expect different products to have the attributes we assign to them. The claims or messages designed to transmit brand qualities and values as well as the product packaging must all align.

Color-concept coherence, in particular, is so essential that it has been shown to produce olfactory illusions and directly influence the hedonic perception of a smell. Studies present a group of people with the same fragrance but packaged in different colors or with a conflicting description… What happened? Those who tested the sample where all three factors were coherent had a satisfactory experience, while the others responded negatively to the same product just because the displeasing concepts featured colors that contrasted with their expectations.

On the other hand, sight is among the most trained senses. Visual context is so decisive that it even predisposes our perception of flavor, which is closely related to smell and fragrance.

According to Magdalena Fuenzalida, Head of Fragrance Marketing at CRAMER, “Colors should not cause a dichotomy with the fragrance. On the contrary, they need to support and help elevate it. They compliment each other to strengthen the idea of a product.”

Today, we have a robust portfolio of exclusive fragrances created by our expert noses for different products and for our customers’ specific needs depending on the consumer profile in the Latin American country where they operate.