Memory is an incredible tool that connects people. It’s something that adds meaning to an experience, their recollection brought about by varying channels and triggers.
The sense of smell is closely linked with memory, probably more so than any of our other senses. A rather abstract fact to consider when talking about branding and packaging, but with closer inspection and out of the box thinking – there is promise in the consideration of the value of memories and the emotions attached to them.
Spontaneous recall of long-forgotten events or experiences through sensory triggers create an emotional bond to the trigger.
One that I can especially relate too, is that of perfume and cologne. There are very specific scents owned by brands that I can immediately identify; I can describe to you the precise moment in my life that the scent is linked to. It is an amazing thing, the transportation of the mind that happens when your nose triggers a memory long gone.
Now, after considering your own triggers and what memories are brought to the fore, I am sure you will agree with me about its value and application promise. The opportunity to incorporate this into packaging innovation to form brand associative memories is out of this world, and an area of the market that has yet to be explored.
New packaging development and design involve innovative processes of collaboration between clients and agencies, and the results can have a startling effect on product sales. It is already understood that there is value in the ritual of interacting with the packaging of products, and this experience needs to fit into consumer’s lives in a way that adds value to their interactions. In a similar way, smell can be used to cement a brand’s place in our minds.
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