Visualizing odor: Cross-modal correspondence between the odor of botanical infusions and mosaic visualizations

Abstract

Cross-modal correspondences between olfaction and vision influence consumer perception and can be leveraged for sensory-informed product and packaging design. This study examined whether abstract visual representations, derived from odor profiles and odor-evoked color associations, can reflect actual odor perception. Six botanical infusions were first characterized through Check-All-That-Apply with naive participants (n = 95). Abstract mosaic visuals were generated using Voronoi tessellation based on either the frequency of odor descriptors (odor profile-based, OP) or the colors associated with the odors (color association-based, CA). A second group of consumers (n = 103) evaluated the perceived correspondence of these mosaics and their packaging mockups with the infusion odor. They also rated their liking of the odor and of the mosaics, and their willingness to buy (WTB) the infusion based on its odor and the packaging. OP mosaics were generally perceived as more representative of the infusion odor than CA mosaics, though both designs received similar correspondence scores for mint and rooibos. OP mosaics were also visually liked more than CA mosaics. Cluster analysis revealed two consumer segments with differing correspondence patterns, independent of demographic or consumption variables. Odor liking was the strongest predictor of WTB, though visual correspondence and mosaic features such as warmness and lightness also positively influenced responses. By integrating odor and odor-evoked color associations into abstract visual design, this study advances the understanding of cross-modal correspondence in product perception and highlights the potential of cross-modal design strategies for the botanical infusion market.