The sense of smell is the most sensitive of all the senses, and it has the closest connection to memory and emotions. Studies have shown that people can recall scents they encountered a year ago with an accuracy rate of 65%, while the accuracy of recalling photographs seen three months ago is only 50%. People often associate specific scents with particular things, triggering a form of episodic memory.
Furthermore, scents can elicit changes in emotions. Studies indicate that 75% of our daily emotions are influenced by odors. As Martin Lindstrom wrote in "Brand Sense," "Our level of pleasure increases by 40% when we detect a pleasant fragrance."
Scent plays a crucial role in shaping a brand's image. A distinctive fragrance can become a symbol of a company's brand, enabling customers to "recognize by scent," thereby enhancing attention, recall, and brand identity. By creating a comfortable environment and atmosphere through scent, it can enhance the customer experience and encourage them to stay longer.
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Commercial Fragrance Products
