People perceive with all their senses. We act and make decisions based on these perceptions in combination with existing memories. Scent always plays a role here – usually subconsciously.
There are no fragrance-neutral rooms or objects – but their odors are usually random, influenced by substances, people and environmental conditions. While colors, materials, light, furnishings and, increasingly often also the soundscape, are consciously designed, scent marketing is still in need of explanation: Every brand, every product, every service provider can use scent as an additional dimension in communication.