In a recent study published in the International Journal of Research in Marketing, researchers found that scented products with relevant images on their packaging, such as flowers or fruit, are more attractive to potential customers and receive higher ratings in product evaluations. Images that are more likely to evoke a sense of smell, such as cut lemons instead of whole lemons, were particularly effective in stimulating the olfactory senses of consumers. This research could provide manufacturers and marketers with a cost-effective way to promote scented products, including perfumes, candles, air fresheners, bottled water, and greeting cards.
Despite the growing recognition of the power of scent in marketing, the study revealed that many product brands do not include images that evoke an appealing smell. In some cases, marketers even choose images that reduce consumer appeal, such as objects with unpleasant odors that the product is designed to conceal. Only 27% of the scented laundry detergents and all-purpose cleaners included in the study featured a picture of the source of the scent, while products with relevant images received significantly higher customer ratings compared to those without.
In an online study involving 200 participants, consumers were asked to choose between two fruit-scented handwash products with and without pictures of the relevant fruit on the packaging or advertising. The presence of an image was found to be more important in influencing consumer choice than the actual fruit scent. Similarly, products described as having a floral scent scored better with participants when images of yellow roses were used rather than sunflowers, which have a weaker smell. Co-author Zachary Estes emphasized the importance of using specific images that intensify olfactory stimulation, such as showing cut lemons instead of whole lemons, to enhance the marketing impact of scented products.
The study highlights the potential for marketers to leverage the power of scent in advertising and packaging scented products effectively. With a growing demand for scented products in the market, understanding the impact of scent-related images on consumer perception can help marketers create more appealing and engaging campaigns. Co-author Varun Sharma noted that scent has a more pervasive and powerful marketing potential than previously thought, and marketers should be aware of the multi-sensory impact of images used in advertising. By recognizing the importance of relevant and appealing images that stimulate the olfactory senses, brands can effectively promote their scented products to customers.
In conclusion, the research findings underscore the significance of incorporating relevant images on the packaging and branding of scented products to enhance consumer appeal and product evaluations. By understanding the impact of visual cues that evoke the sense of smell, marketers can create more engaging and effective campaigns for scented products. The study suggests that using specific images that intensify olfactory stimulation, such as flowers or fruits with pleasant smells, can attract customers and boost sales. With the growing demand for scented products in the market, leveraging the power of scent in marketing strategies can be a cost-effective and impactful way to promote these products to consumers.
