Odor descriptive ratings can predict some odor-color associations in different color features of hue or lightness

BACKGROUND: Olfactory information can be associated with color information. Researchers have investigated the role of descriptive ratings of odors on odor-color associations. Research into these associations should also focus on the differences in odor types. We aimed to identify the odor descriptive ratings that can predict odor-color corresponding formation, and predict features of the associated colors from the ratings taking into consideration the differences in the odor types. METHODS: We assessed 13 types of odors and their associated colors in participants with a Japanese cultural background. The associated colors from odors in the CIE L*a*b* space were subjectively evaluated to prevent the priming effect from selecting color patches. We analyzed the data using Bayesian multilevel modeling, which included the random effects of each odor, for investigating the effect of descriptive ratings on associated colors. We investigated the effects of five descriptive ratings, namely Edibility, Arousal, Familiarity, Pleasantness, and Strength on the associated colors. RESULTS: The Bayesian multilevel model indicated that the odor description of Edibility was related to the reddish hues of associated colors in three odors. Edibility was related to the yellow hues of colors in the remaining five odors. The Arousal description was related to the yellowish hues in two odors. The Strength of the tested odors was generally related to the color lightness. The present analysis could contribute in investigating the influence of the olfactory descriptive rating that anticipates the associated color for each odor.