
Psychology
06 Oct 2023
Our sense of smell changes the colors we see, show scientists
By Mischa Dijkstra, Frontiers science writer Crossmodal associations occur when people make unconscious but stereotypical connections between two or more senses. Here, scientists showed that associations between odors and colors can be particularly strong: powerful enough to distort our perception of colors. Our five senses bombard us with environmental input 24/7. One way our brain makes sense of this abundance of information is by combining information from two or more senses, such as between smells and the smoothness of textures, pitch, color, and musical dimensions. This sensory integration also causes us to associate higher temperatures with warmer colors, lower sound pitches with less elevated positions, and colors with the flavor of particular foods – for example, the taste of oranges with the color of the same name. Now, a study in Frontiers in Psychology has shown experimentally that such unconscious ‘crossmodal’ associations with our sense of smell can affect our perception of colors. “Here we show that the presence of different odors influences how humans perceive color,” said lead author Dr Ryan Ward, a senior lecturer at Liverpool John Moores University in Liverpool, UK. Sensory-deprived room Ward and colleagues tested for the existence and strength of odor-color associations in 24 […]