Strong, luxurious, and often literally flying under the radar, Scent is the Superman of the senses. You can be forgiven to contemplate that you can understand the world primarily through sight or sound, but your sense of smell is the only one that comes fully developed at birth. It remains the primary way children define the world until the age of 10, at which point—finally—sight takes over. It’s the only sense directly connected to the amygdala and hippocampus, areas of your brain that process emotion and memory.
Scent memories are persistent and ingrained in our brains. For us, this is the main reason why we go to such length to create custom made fragrances. “You don't viscerally experience a logo the way you experience a scent," says Caroline Fabrigas, Chief Executive Officer of Scent Marketing. “Custom scents are expensive,” continued Fabrigas, “but if you think about the amount of money a brand will use to create a logo, this is just another form of it—and it's one of the most powerful tools.”
Individual preferences such as personal likes and dislikes may also play a part in the emotional connection one has to a particular scent, but both poor disbursal (too strong in one area, faint in another) and mismatched olfactive targeting (such as placing the wrong scent profile in the wrong location) could be to blame. The chosen scent might also be at odds with the design of a space. You’d be surprised, when someone says that a scent is too strong, what’s often occuring is that the scent doesn’t match the space, perhaps the scent is too sweet for the sophistication of the design, or maybe it’s too homey and warm for a corporate environment. There’s a big disconnect within your brain when the space doesn’t match a particular scent.
A good scent to select enhances the surroundings that you're standing on, the stone on the wall. It's almost as if the environment is breathing with you. It becomes intrinsic to the space.