Scent is an experience
When we clean, we often remove dust and bacteria from floors, windows, and furniture. But the air itself also needs to be clean. A bad-smelling office building does not leave a good impression. Focus on the olfactory experience.
What is an olfactory experience?
You've probably been in this situation before... You're walking around and suddenly smell something familiar, but can't quite place it. You think about it, but can't make the connection. Yet it still evokes positive feelings and puts you in a good mood! That's the olfactory experience. When you consistently diffuse a specific scent in a space, you enhance how people experience the environment. Think, for example, of certain major retail chains where you immediately notice a fresh scent. This enhanced experience can have several effects:
- Visitors remember you more easily.
- You stand out from your competitors.
- Your sales increase.
An olfactory experience vs. air freshener
A simple air freshener does not create a true olfactory experience. To do that, you need fragrance diffusers that can cover areas larger than 1,000 m². These are placed high in the room, and the fragrance cloud they release floats in the air before gradually settling.
In contrast, an air freshener works on a local level and sprays a visible liquid rather than a mist. Moreover, air fresheners typically use propellant gases or alcohol, which are harmful substances. These systems are well-suited for restrooms. But if you want a scent for larger spaces, a true olfactory experience is the better choice.
How does an olfactory experience work?
Your nose is directly connected to the oldest part of your brain: the limbic system, also known as the pleasure center.
This serves 3 key functions:
Emotions,
Memory, and
Stimulation.
The olfactory experience has a stimulating effect, has a stimulating effect, which then triggers emotions and creates memories. To explore this, experiments have been conducted in a variety of settings, such as hospital wards with dementia patients. The scent used was that of a typical perfume from several decades ago. Dementia patients quickly associated the scent with that perfume.
This is one of the oldest parts of our brain, and also one of the most dominant.
That's why we're often much more affected by emotions than by facts. Objective logic affects a more recent part of the brain. So what's the secret? Find a scent that strikes an emotional chord with your visitors and customers.
But that's not always easy to do! Smell is highly subjective. For example, some people love the smell of basil, whereas others can't stand it. Always start by clearly identifying which scents appeal to your target audience. If you succeed, visitors will have a positive feeling about you without immediately knowing why. That then forms the foundation of your relationship with the customer.