The Wine Aroma Matrix was created based on repeated aromatic observations of red, black, and blue fruit aromas while tasting wines. The format of the Wine Aroma Matrix is very helpful in efforts to identify wine aromas by combining the use of our visual and olfactory senses and memories. The process of using two or more human senses at the same time is referred to as cross-modal association. Our ability to experience color impressions as a result of smelling fruit, spice, floral, or earth aromas results from the cross-modal association between our vision and olfactory senses. Using visual and olfactory senses together makes it easier to identify specific wine aromas.