Unlocking the power of smells for brands

Welcome to the latest edition of Sens.ble Design! Today, we’re diving deep into the often-overlooked sense of smell and how brands can harness its potential to create unforgettable experiences. Getting it right could be the key to connecting with your audience on a deeper, more emotional level. Smell is one of our most primal senses, yet its full power in branding and customer experience is still largely untapped. Let’s explore the science behind scent, how to use it effectively, and why getting it right could transform the way your customers experience your brand.

WHAT WE WILL COVER:

• The Neuroscience of smell

• Four ways to use scent in subtle, powerful ways

• Smell across cultures

The Neuroscience of Smell: More Than Just Fragrance

Unlike other senses, smell bypasses the thalamus (the brain’s sensory control center) and goes straight to the olfactory bulb, which is directly linked to the limbic system—the part of the brain responsible for emotions, memory, and behavior. This direct connection explains why certain smells evoke vivid memories or stir up feelings of calm, excitement, or nostalgia.

 This neural shortcut makes scent incredibly powerful in influencing consumer decisions. Studies show that environments with pleasant scents are often rated more positively, leading to longer dwell times, increased satisfaction, and even higher sales.

Four Ways to use Smell in Subtle, Powerful Ways

 Smell doesn’t have to overwhelm a space to be effective—subtlety is key. Here are a few ways to integrate scent into your branding:

Signature Scents

­Think of iconic scents tied to brands—like the clean, minimal fragrance of a luxury store or the fresh, earthy aroma of a high-end farm estate. A signature scent doesn’t just create brand recall; it evokes a unique feeling that’s unmistakably yours. These scents can be diffused through various means such as candles, incense, and diffusers. For larger spaces, you can partner with companies that specialize in commercial scenting to create a consistent, immersive experience. And to extend the sensory journey, consider incorporating your signature scent into sellable products that customers can take home, keeping the experience alive even after they leave.

­Ambience Enhancement

A carefully chosen scent can subtly transform the atmosphere of a space, influencing customer behavior in powerful ways. In retail, for instance, a light hint of fragrance can draw customers in, encourage them to stay longer, and even increase their likelihood of making a purchase. Research from The Journal of Retailing found that stores with ambient scenting saw a 40% increase in purchase likelihood. Additionally, a study published in ScienceDirect revealed that pleasant fragrances can enhance customers’ perceptions of a brand’s quality and extend their time spent in-store.

Nature-Based Scent Experience

Nature-based scents, like walking over freshly cut lavender or crushed lemon leaves in your hands, feel organic and authentic, becoming a powerful part of the customer journey. Neuroscience shows that natural fragrances can reduce stress and increase well-being by activating the brain’s reward centers. Research from Environmental Health Perspectives suggests that exposure to nature-based stimuli lowers anxiety and boosts satisfaction. By using natural elements in your branding, you create a deeper emotional connection with your audience.

Scent as an Element of Surprise

Scent can be a powerful tool for creating unexpected surprises that leave a lasting impression. One way to achieve this is by adding a unique fragrance to your product packaging, offering customers a sensory delight the moment they open it. You could also enhance the experience of a spa treatment with a herbal spritz at the end, or surprise guests at an Airbnb with a scented fabric bag as a welcome gift in their room. Another effective strategy is to send customers home with a scent sample tied to their purchase, allowing them to take a piece of the experience with them and keeping the connection to your brand alive long after they've left.

Smell Across Cultures: Understanding the Global Sensory Language

Across cultures, our connection to specific scents can vary significantly. Take cleaning products, for example: in Europe, the majority of cleaning brands use lavender as their signature scent. For Europeans, lavender is synonymous with cleanliness and freshness—its soothing, floral aroma evokes a sense of purity and order.

 Now, let’s bring this analogy closer to home. In South Africa, many cleaning brands opt for lemon as their dominant scent. For South Africans, lemon represents cleanliness too—but in a sharper, more invigorating way. The zesty, citrus scent conveys freshness and energy, creating a different but equally powerful association with cleanliness.

 This simple shift in scent demonstrates how the same feeling—cleanliness—can be experienced differently across cultures based on the scents used. While this may seem like an interesting observation, it’s actually a valuable lesson in how scent can evoke specific emotions depending on cultural context. Understanding these regional nuances can help you better shape the emotional response you want to trigger in your customers.

 When incorporating scent into your branding, it’s important to consider the feelings and associations that scents may evoke in different regions. By doing so, you can craft a sensory experience that resonates deeply with your audience, wherever they may be.

Final Thoughts: Smell as a Sensory Tool

The power of smell in branding is undeniable, but it requires a thoughtful approach. By selecting scents carefully, using them in subtle ways, and understanding cultural contexts, you can unlock a whole new dimension of customer engagement. 

 As you reflect on your brand, ask yourself: What does your brand smell like? And how can you use scent to bring your customer experience to life in ways that engage all of their senses?

Stay tuned for more sensory insights from Sens.ble Design.