The scent of emotion

Few things are more evocative than a scent. It has the power to transport us across distances and years in an instant. Unlike other senses, smell escapes rational analysis—we cannot consciously decide not to smell; every breath we take carries scents with it. That’s why our sense of smell is the one most deeply connected to our past experiences. It is the most emotional sense.

For example, in terms of evocation, the impact is clear: Memories triggered by sight represent 5%; by touch, only 1%; by hearing, about 2%; by taste, a stronger 15%; but by smell, a remarkable 35%

This is due to the privileged pathway that smell takes in the brain. While other senses pass through the thalamus—the “control center” that filters and regulates sensory input—smell travels directly to the limbic system and the hippocampus, the areas responsible for emotions and memories.

And, of course, as the most emotional sense, it influences our behaviors and decisions on a subconscious level.

Marketing and the Power of Smell

Marketing professionals understand the strong connection between smell and emotions and use it strategically to:

1. Build Brand Identity

Some brands are instantly recognizable by their scent, as they use specific fragrances to reinforce their identity.

• Westin Hotels & Resorts employs a signature scent called White Tea in all its locations.
• Stradivarius stores have a distinctive fragrance that enhances brand recall.

2. Increase Sales

Triggering positive emotional responses can boost sales, especially in the food industry.

• Bakeries often use artificial scents of freshly baked bread to stimulate hunger and enhance the perception of freshness.
• Starbucks avoids using industrial machines that produce unrelated odors, ensuring that the dominant smell in their stores is coffee.

3. Create Specific Emotions

Scents help create immersive emotional experiences.

• Disneyland uses Smellitzers to release specific aromas in different areas. On Main Street, for example, guests smell freshly baked cookies or caramel, enhancing the magical atmosphere.

4. Environmental Marketing

In some cases, scent is used to enhance customer experiences in a particular setting.

• At Málaga Airport, a sculpture of the biznaga (a traditional jasmine flower arrangement) greets travelers with its unmistakable jasmine fragrance, reinforcing the city’s cultural identity.

By leveraging scent, brands and businesses can tap into the most emotional of our senses, creating powerful and lasting impressions.