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Your scent is your product’s ambassador

2013-12

Do you include your product scent in your packaging design brief? You should, it is your product ambassador!

These days, consumers will usually select a product out of the hundreds on shelf based on a colour universe that appeals to them - but then they decide by smelling! Consumers don’t just smell at shelf to see if they like the smell, but because they want to verify if everything they were told and hoped for is true.

So, when you are briefing your packaging designers be sure that…

  • your scent is communicating what you want it to about your product: This requires much more than a closed question to consumers such as “How well does it fit the concept?”

  • you can provide designers with the sort of expectations consumers have of the packaging they imagine when smelling (evoked colours, textures, narratives…) – since this will guide them to develop the design for a winning product.

The scent is your most important product ambassador, present at the moment a purchase decision is made. The pack will have got the product as far as the consumers’ nose, so it better not have misled.

If you are planning a packaging relaunch, be sure to get the “consumer’s guidelines” about the scent message, so that best-selling variants don’t change their appearance in a way that could negatively impact sales. Existing users don’t want to see a change in “their product”; even a small design change can evoke the impression that the formulation has changed. Confused because a recent launch isn’t selling as well as research predicted? Weak-selling variants are not necessarily weak because a scent is bad, or a design is bad, but because two “good” elements are mismatched! Sometimes the right tweak to a design is all that is needed to direct more consumers to a wonderful product.

Scent and Flavour are integral aspects of a product mix that need to be taken into account as part of the total communication. 

Just ask us. We can help you

  • write more specific, richer, creative briefs for developing new products and concepts

  • select and fine-tune the ideal mix elements that work best together

  • create successful products which deliver a ‘complete’ story