Not only is smell the sense most linked to memories, it’s the only one of our five senses that travels immediately throughout various aspects of the brain rather than being processed centrally. For retailers, this means that incorporating smells into their brand experience can help build a loyal consumer base.
Olivia Jezler is a sensory design and fragrance expert. Essentially, she helps brands to design a signature scent that influences a consumer’s feelings and moods. Right now for retailers, the norm is to bring out a scent at the end of the consumer’s experience. However, Jezler believes this should be built in from the beginning. “If you’re working from the beginning with the sound designers and with the interior designers, you can work on creating the whole sensory branding, the brand guidebook of all the senses, materials and feelings,” Jezler tells PSFK in an interview. With this information in hand, Jezler hopes to see businesses incorporating scent into the core of their business model.
New, emerging technology will launch scent branding even further. For example, in Japan, there is a device that holds 8 different scents and can disperse each fragrance to different places throughout the room, without them clashing with one another. This makes room for other possibilities—a necklace that releases a scent only you can smell, or odor-detecting technology that can identify people by their natural fragrance.
For businesses looking to enhance a consumer experience, there is a vast potential to be found by utilizing scent.
For the full story, visit PSFK.
Photo: Eli DeFaria via Unsplash