Emotions Invoked By Scents & Fragrances Used In Retail Stores

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Emotions Invoked By Scents & Fragrances Used In Retail Stores

What do scents and emotions have in common? People smelling engaging smells get an enjoyable feeling. This is why retailers have come to learn the value of fragrances in store marketing strategies.

Emotions

Recognition of smell is made up of sense of aromas, experiences and emotions related to these sensations. Studies show lots of smell likes and dislikes depend entirely on emotional correlations.

Relationships between fragrances and emotions were not invented by perfume makers. The scent is transmitted to the brain’s cerebral cortex where the process of gaining knowledge takes place. This occurs following the stimulation of the brain’s subconscious parts. Satisfying whiffs can improve an individual’s mood as well as sensation of comfort while unpleasant odors generate negative outcomes.

Fragrances

More than five decades ago, some retailers came to realize the importance of emotions triggered by scents to their businesses. Refreshing aromas produced enthusiasm and excitement among consumers inside stores. Encouraging emotional effects of nice smells shape perceptions of shoppers. Consider this situation: Fragrance will surely not affect men’s judgment on a very beautiful or awfully unattractive woman. Yet, the perfume’s heady scent can make an ordinary-looking lady look more alluring.

Repulsive smells affect the perceptions and assessments of consumers. These can obscure their decision on whether to buy particular merchandise or not. In one study on body colognes revealed the following: A brand of cologne ranked at the bottom by respondents during initial testing came in first in the next test.

The reason being the fragrance was modified after the initial trial. No changes were made in the shampoo itself but participants said it made the hair look more shiny and lathered better. This change in perception was caused by smell.

Choice of odors is influenced by scents and emotions. There are preferences for pleasurable smells and abhorrence for obnoxious odors. For instance, vanilla (a common ingredient for perfumes) is generally considered as lovely. Marketing strategists for perfume products favor fragrances such as cherry (red color) which garners a high rating of likability when presented together.

Perfumes

Perfume, toilet water and body mist were formulated and used thousands of years ago. This was first used in religious rituals and embellishing the body in prehistoric Egypt. The connection to scent is purely psychological and function on levels that the human mind is unable to process. Perfume is a classic example of emotions triggered by scents. It has enthralling effects on the minds of consumers.

Women emit scents that make them feel very charming. Fragrances are great stimulants to the mind while memories are entrenched in subliminal levels of the mind. These essences can either clam down people or wake them up. According to scientific research, there is a firm association between the smell of perfume and the brain’s emotional side. In short, fragrances are emotions stored inside elegant-looking bottles. This expensive and high-end product can pass on numerous combinations of sensations and moods. Perfumes are products of fragrances and emotions.

Variety of Perfume Scents

Men and women, who act in particular ways, are fond of special or unique fragrances. Shoppers buying oriental perfumes love solitude, serenity and peace. More active or aggressive individuals go for freesia (plant with fragrant flowers), hyacinth or lily of the valley which emanates fresh scents. Persons who see life as something deeper or more profound prefer perfumes with fine and flowery base.

Gregarious persons characterized by energy and prompt decisions choose fruity and flowery scents like that of the black currant (small dried grapefruit), raspberry, pineapple, or peach. People with sense of security and order also desire floral and oriental fragrances. Emotionally stable males and females with outgoing personalities are inclined to buy perfume like Bergamot oils or oak moss.

Scents Invoke Feelings

Scents and emotions match. Some smells bring into play particular feelings. Human beings are relatively unpredictable and unstable. Again, scientific research disclosed that perfumes can generate moods that other forms of stimulus cannot do.

One example is the vanilla scent which has the capacity to make a person feel certain kind of sensuality which he or she was not aware of. It can let loose concealed but powerful sentiments that reverberate al throughout the body.

Sandalwood (light yellow sweet-smelling wood) evokes warm and seductive thoughts not previously recognized by the consumer. Patchouli is a powerful smell. It is aromatic oil from tropical mint or Asian bush. It creates reflective or thoughtful feelings and related to simple tasks. Myrrh, an aromatic resin, brings about a feeling of bravery. Jasmine is said to be the great fragrance of passion which produces erotic or sexual notions. These are essentially the products of fragrances and emotions.

Fundamental Scent Categories

Researchers found out there are seven essential classifications for scents which call to mind different moods:

  • Floriental which is a combination of floral and oriental notes and the most common fragrance which denotes being romantic.
  • Aldehyic-Floral projects elegance and refined moods.
  • Oriental projects warmth, introspection, and reflection. These indicate spiritualism and close relationships.
  • Fruity-Floral connotes cheerfulness and carefree attitudes. Such fragrances produce curiosity and openness to changes in life.
  • Powdery-Aldehyic refers to independence, something which is not conventional and creative or imaginative moods. The scent indicates artistic independence.
  • Fresh green floral fragrances project dynamism and extroverted feelings. These smells are associated with excitement and risks.
  • Chypre scents are fragrances that denote practicality, professionalism and self-assurance. These are described as ordinary or down to earth scents.

At this point, it will be safe to assume that scents and fragrances really invoke different emotions and feelings. At the same time perfumes and colognes can be potent tools for very subjective or one-sided minds.

By | 2017-06-13T08:38:21+00:00 May 1st, 2017|Visual Merchandising|

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