The Visual Scent: Graphic and Typographic Representations in Turkish Cologne Packaging

Abstract

This study analyzes the visual and typographic elements used in Turkish cologne packaging, examining how brands visually represent different scents. Through a content analysis of design components such as background style, color, imagery, typography, and graphical structures, the study aims to identify current trends in scent representation within packaging design. A dataset of 83 cologne products from 17 brands is systematically categorized to map out contemporary approaches to scent-based visual representation. Findings indicate a predominant reliance on solid backgrounds (50.6%), illustrative imagery (81.1%), and geometric shapes (78.6%), with sans-serif typography (52.2%) being the most common choice for scent names. Brands demonstrate two primary visualization strategies: aligning their designs with the scent itself or maintaining a consistent corporate identity across various fragrances. By mapping how scents are visually expressed in Turkish cologne packaging, this study provides insights into the role of visual representation in fragrance perception and contributes to the understanding of contemporary design practices in scent-based product packaging.