From Paris, With Smell

In studies, the descriptors used on menus or food labels have been shown to exert a huge influence on what flavours consumers subsequently report experiencing. It’s easily to imagine a similar effect by which an oSnapper will perceive croissants as more buttery and toast-like, and less floury, say, or sweet, than someone who is not trying to summarise the aroma using Vapor Communications’ limited palette. It’s even possible that the oSnap app might even induce a new synaesthesia, in which chocolate is associated with purple and onions “taste” turquoise.