Many gums or confectionaries incorporate chemical cooling agents to create the sensation of coldness; odorized & blue samples were rated as cooler than the non-odorized & other colored samples

Pellegrino, Robert, and Curtis Luckett. 2019. “The Effect of Odor and Color on Chemical Cooling.” PsyArXiv. January 15. doi:10.31234/osf.io/7em3t

Abstract: Chemesthesis, along with taste and olfaction, is a primary component of flavor that engages the trigeminal system through specific chemical binding. For instance, many gums or confectionaries incorporate chemical cooling agents, such as Wilkinson Sword (WS) compounds, to create the sensation of coldness. The current study was designed to evaluate crossmodal associations of color and aroma with the chemesthetic perception of cooling. A “minty” and non-odorized set of confectionary stimuli, colored green, blue or white, with moderate cooling properties (with WS-3) were used in this study.  In the first session, participants were randomly presented a stimuli and asked to rate several attributes including its cooling intensity on a generalized Labeled Magnitude Scale (gLMS). In the second session, the same participants were asked to relate cooling levels to different colors and which color relates to the “minty” odor. Additionally, open-ended reasons were given for association choices. Appearance and odor influenced the intensity of cooling sensation. In particular, the odorized and blue samples were rated as cooler than the non-odorized and other colored samples, respectively. The follow-up session confirms blue as a color associated with cooling properties, especially cool objects/abstract concepts. Meanwhile, odor’s enhancement on cooling sensation may be more perceptual in nature through affective matching from enhanced flavor.