Scents are omnipresent, have an immediate effect and influence our instincts when making decisions. As a rule, however, they are not used in a controlled or deliberate manner, but are a result of their environment: materials, people, products on display. However, olfactory elements can also be used to convey brand values, change spatial perception and transport product characteristics. This increases a positive evaluation of the brand, recognition and emotional bonding.
As well as the precise consideration of the application scenario (Where is the scent perceived?), the search for the perfect fragrance for an application or a brand requires an analysis of the target group (Who will perceive the scent?). Because even if scents work directly and bypass the filters of the mind – the associations connected with them are mainly developed and shaped by personal experience or cultural context.