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| Author(s): |
Camila Assis Peres Silva
Total Authors: 1
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| Document type: | Doctoral Thesis |
| Press: | São Paulo. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Arquitetura e Urbanismo (FAU/SBI) |
| Defense date: | 2017-05-12 |
| Examining board members: |
Clice de Toledo Sanjar Mazzilli;
Andréa de Souza Almeida;
Denise Dantas;
Sandra Maria Ribeiro de Souza
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| Advisor: | Clice de Toledo Sanjar Mazzilli |
| Abstract | |
The present project aims to investigate the correspondences between the senses of sight and smell through the design of bottles of perfumes. That is, it aims to investigate which colors and shapes can better represent certain smells. The interest in the theme lies in the potential for growth presented by the Brazilian perfumery market. Brazil is among the largest consumers of fragrance in the world. Packaging design as a field of knowledge directly related to the commercialization of fragrances presents, as a consequence, potential for growth. It is hypothesized that it is possible to attribute meanings to smells as we have attributed to colors, shapes, textures, and typography in design practice. We argue that as we better understand the effects of smells and the meanings people attribute to them, it will be possible to represent them graphically more effectively. It is known that translating smells into pictures is not a very easy task. In addition to the scent evoking perceptions that vary from individual to individual, it is known that humans have difficulty visualizing and verbalizing them. In spite of this, the data collection carried out through a bibliographic review, added to the initial research carried out, points to the possibility of establishing some patterns of association between colors, forms and smells. To verify this hypothesis, the project was conducted through two axes. The first axis dealt with the perception of odors, where the objective was to evaluate the translation of olfactory stimuli in visual stimuli. For this, were carried out experiments where a group of people analyzed the blinds a perfume. While the second axis dealt with the representation of the scents, aiming to analyze how olfactory stimuli are collectively translated into visual stimuli by the perfume industry. The study concludes with a comparative analysis between the data obtained in both axes. We present the relationships between olfactory, verbal and visual stimuli so as to enable professionals working in the area of perfumery to use visual and verbal rhetoric in greater consonance with the scents of perfumes. (AU) | |
| FAPESP's process: | 13/07893-0 - The colors and shapes of smells: a study of the kinesthetic relationship between the visual and olfactory in packaging design |
| Grantee: | Camila Assis Peres Silva |
| Support Opportunities: | Scholarships in Brazil - Doctorate |