This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.
Primal and instinctive, they are more powerful in shaping perception of the world than any smart technology. For the perfumer, understanding the complex relationship between the senses brings a new facet to the craft as fragrance moves from art to science. Each sense brings a wealth of information about an experience—be it product, place or person.
Sight: Sight is the primary human sense; far more of the brain’s sensory capacity is devoted to ocular stimuli than to any of the other four senses. Due to this, the other senses can be deceived by sight. For example, the perception of the flavor of a food or drink can be altered by what it looks like. In a 1980 study, Du Bose et al. demonstrated that while most people perceived a cherry-flavored drink to taste of cherry when it was colored cherry red, many thought it tasted of lime when it was colored green, and nearly 20% thought it tasted of orange when colored orange. The pleasure derived from consuming food and drink can also be enhanced if it looks right, i.e. if it fits into a preconceived construction of how we think it should look. For example, people prefer the smell of fresh fruit more strongly if the product is an appropriate color.