This ability to associate smell and memory is very powerful since our subjective part takes control in the experience of the evoked emotions even causing rejection discomfort or on the contrary well-being positive stimulation and emotion. Source free images from google and pixabay it is known that the experience of the client employee patient citizen... In short the experience of the people with whom we want to establish a positive relationship seeks to exploit the emotion experienced in the interaction. However the communication strategies of brands and institutions have normally been based on visual impact.
We all agree that a picture is worth a thousand words or put in scientific terms “ visual content is processed times faster than text and generates around more views. Furthermore our brain retains of what we see and only of what we read and of what we mobile app designs service hear .” (neuromarketing ). But what about smell and taste closely related without smell we do not have the ability to appreciate flavor since both sensations are integrated in the brain (fried ). And this direct integration associated with the context in which it was lived is capable of creating our personal palette of smells with which we identify from the emotional capacity that we store in our memories.
Alchemy and perfumery have sought since ancient times the ability to mix natural ingredients such as plants fruits woods and even animal secretions which mixed with alcohols and other components allow their use as our personal odotype . Thus transmitting mystery joy youth power or seduction will depend on our chosen aroma. This identification capacity is certainly complex for brands and the reasons are multiple. Firstly because normally the message they want to convey to their clients and users is based on objectives and not on values. Secondly because they have not known how to create or maintain an olfactory personality in their store atmosphere.
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