후각 지각 이론을 기반으로 한 M&SENSE 향 브랜드 이미지 디자인 개발 연구

With growing attention to emotional values and spiritual experiences in modern society, the importance of multi-sensory experience design—which integrates visual, olfactory, auditory, and tactile perceptions—has been increasingly emphasized. As a result, visually centered design strategies for aroma brands have reached their limits in securing market competitiveness, calling for emotion-oriented brand experience design based on olfactory perception. This study focuses on the M&SENSE aroma brand, aiming to analyze how olfactory perception influences brand image formation and to propose a design method that translates olfactory stimuli into visual language. Through a “scent recognition experiment” the researcher collected consumers’ visual associations—such as color, form, and emotional imagery —elicited by specific scents. These findings were analyzed and integrated to establish the M&SENSE brand’s visual identity system, including its logo, color palette, and graphic elements. The results demonstrate that olfactory-based visualization positively influences emotional engagement and brand identity recognition, serving as an effective bridge between product characteristics and emotional experiences. Based on these findings, the study conducted a design practice to realize the visual identity, verifying the practical applicability of olfactorybased visualization in enhancing brand experience.