What?!? The scent of blue and pink, did I read that right? Yes, when faced with a scent I prefer cooler and fresher scents to sickly sweet confectionary or fruity ones. Does this mean that I actually smell the color blue, no, but I associate it with oceans and breezes and cool crisp and clean scents.
I am sure if you had to name a scent that you associate with the color blue or green or red it would be pretty simple. Shout out the first scent that pops into your mind.
These are sense associations.
These associations can be universal or cultural or regional. However, we as humans cross reference senses all the time even when we are not aware of it.
So what does this mean, and what does it have to do with you and business brand?
Understanding the subconscious associations humans make, can help you create a more memorable brand.
By utilizing the neurological phenomenon of synesthesia, you can stimulate one sense with another and trigger those associations with multiple senses.Synesthesia happens with the stimulation of one sensory or cognitive pathway which then leads to automatic, involuntary experiences in a second sensory or cognitive pathway. The more senses that you can stimulate in one experience the more memorable that experiences can be.
So instead of sending out scented, fur covered, music-playing brochures, you can leverage sensory design to stimulate the senses with associations and cross references.
Smell is the sense that is most closely associated to memory, it is the most primal of all the senses and therefore the most powerful.
Companies leverage scent, whether you are aware of it or not, to connect with customers, and chances are you have experienced at least one of these: 10 Weird Sensory Marketing Tricks Companies Use On Us
Singapore Airlines has used its scent called Stefan Florida Waters, on its hot towels and on its flight attendants. This way the plane smells fresh when you board, and the scent is spread every time an attendant walks past. According to the airline this enhances the travelers experience of a relaxed flight. After your holiday you will want to book with them again.
I would love to fly with Singapore Airlines, sounds like their fresh airy scent is just what I enjoy. If they pay attention to details like scent, I imagine that the full experience would be way above any other airline.
So I really prefer the scent of blue, what about you?