New research underscores the effectiveness of pairing scented products with relevant imagery on their packaging and branding, such as flowers or fruit. This significantly enhances their appeal to potential customers and boosts ratings in consumer evaluations. This study, featured in the International Journal of Research in Marketing, provides manufacturers and marketers with a practical and cost-effective strategy to promote a wide range of scented products, expanding beyond traditional items like perfumes and candles to include unconventional products like bottled water and greeting cards.

Despite the growing recognition of scent’s marketing power, the research reveals a notable oversight in product branding: many products need images that evoke pleasant smells. Sometimes, marketers even opt for visuals associated with unpleasant odours that the product aims to mask, such as old trainers or ashtrays. As the study confirms, these choices can significantly diminish consumer appeal and undermine product perception in the marketplace.

The study analysed nearly 957 scented laundry detergents and all-purpose cleaners available in the US, finding that only a modest 27% included a relevant image of the scent source on their packaging. Consumer feedback further reinforced the impact of these visuals: products featuring scent-evoking images received higher ratings, averaging 4.66 out of 5 stars compared to 4.46 stars for those without such imagery.

In an online experiment involving 200 participants, respondents consistently preferred fruit-scented handwash products that featured relevant fruit images on their packaging or advertising over those without. This preference remained irrespective of whether the scent was described as clementine or pear.

Similarly, products labelled with a floral scent were better received with images of yellow roses rather than sunflowers, likely due to the former’s stronger olfactory association. The study also suggests that marketers can amplify olfactory impact by incorporating additional cues into packaging and branding, such as opting for images of cut lemons rather than whole ones.

Zachary Estes, Professor of Marketing at Bayes Business School, City, University of London, emphasised, “Marketers have long sought to infuse packaging and advertisements with appealing fragrances. While there’s evidence that these scents can boost in-store sales, our research points to a more economical approach—one where consumers’ imaginations play a crucial role. Images of flowers or fruit with pleasant scents naturally attract customers, but selecting specific images that intensify olfactory stimulation can enhance this impact.”

Co-author Varun Sharma, Assistant Teaching Professor at Carnegie Mellon University (Qatar), added, “As the market for scented products expands, so does the need for effective advertising and packaging. Our findings underscore the broader marketing potential of scent, which extends far beyond traditional perceptions. Marketers must grasp why these images are effective and recognise their multisensory impact to avoid costly missteps.”

This study illuminates a pragmatic path for marketers to harness the sensory allure of scents through judicious image selection. By leveraging visuals that resonate with consumers’ olfactory senses, brands can cost-efficiently enhance product attractiveness and consumer engagement. This approach improves the sensory appeal of products and underscores the importance of strategic visual communication in modern marketing strategies.

More information: Varun Sharma et al, Seeing is smelling: Pictures improve product evaluations by evoking olfactory imagery, International Journal of Research in Marketing. DOI: 10.1016/j.ijresmar.2024.02.001

Journal information: International Journal of Research in Marketing Provided by City, University of London