在現今情感消費的社會中，了解消費者的情緒與生成原因，能夠協助設計師更有效的建立品牌、商品與消費者間的感性溝通。色彩與氣味都和情緒具有緊密的關聯性，僅僅只用色彩、圖像及視覺設計等要素，來吸引消費者的目光及注意力是不夠的，要利用不同感官所產生的心理、情緒等層面的影響，使消費者產生愉快的情緒，進而使消費行為產生積極的作用。本研究的目的可歸納如下：(1)探討色相配色的情緒作用。(2)探討香味的情緒作用。(3)探討配色及香味的情緒作用與關聯性。(4)探討配色及香味的適合度及喜好度。
研究結果顯示：(1)互補色相配色最能夠引起受測者的激發度，而香味是最能引發情緒構面中的愉悅度。(2)從語意形狀折線圖的形容詞對中可以看出，不論是何種香味，均會帶來「印象深刻」的感受。(3)當色彩配色與香味作為組合，則較能引起受測者的支配度，而其相關係數的分析結果皆具正相關。除了東方調外，其餘三種香調與不同色相配色搭配時，皆能引發不同情緒：花香調與互補色相搭配時，較能引起愉悅度與激發度的情緒構面；清新調與木質調這兩種香調搭配互補色，皆較能引起愉悅度。(4)而互補色相不論與何種香味搭配，從語意形狀折線圖上均呈現「驚奇」的感受。(5)雖然上述情緒構面的探討中，互補色相所帶來較突出影響，但在適合度與喜好度的分析中，受測者較喜歡類似色相與香味搭配，也認為其組合較為適合。

In the contemporary society of emotional consumption, understanding consumer emotion and underlying reasons could help designers to establish emotional communication between brands, products and consumers. Colors and odors have deep connections with emotions. It is insufficient to use only elements of colors, images and visual designs to attract consumers’ visual attention. Even more importantly is to use the influence of different senses on psychology and emotion to please consumers for positive consumption behaviors. The purposes of this study were as follows. (1) To explore the emotional function of hue color schemes. (2) To explore the emotional function of fragrances. (3) To explore the emotional function and association of color schemes and fragrances. (4) To explore the fitness and preference of color schemes and fragrances.
The results indicated that (1) complement hue color schemes could stimulate the participants’ arousal while fragrances could stimulate the emotional dimension of pleasure. (2) The results of adjective pairs in the semantic profiles indicated that all fragrances stimulated “impressive” feeling. (3) The combination of color schemes and fragrances could stimulate the participants’ dominance and the analytical results of correlation coefficient were positive. Apart from oriental notes, the combinations of the other three fragrance notes and different hue color schemes could stimulate different emotions. The combination of floral notes and complement hue colors could stimulate the emotional dimensions of pleasure and arousal. The combination of fresh notes and woody notes with complement hue colors could stimulate pleasure. (4) The combination of complement hue colors with any fragrance could indicate “surprise” feeling on the semantic profiles. (5) Although the above results of emotional dimensions signified the effect of complement hue colors, the participants preferred and agreed on the fitness of the combinations of similar hue colors and fragrances in the analysis of fitness and preference.

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