Scent and Memory: The Olfactory System

The sense of smell is the only one of our five senses that is directly wired to the part of the brain which process emotions, learning and memory. This creates the most powerful impression, linking smelling scent and memory.

Scent stirs up our feelings and drive our product preferences, perception of quality but also deeper feelings like happiness or fear… and many of our memories are closely linked with our sense of smell.

Studies show that 75% of our emotions are triggered by the sense of smell.

With smell being our most powerful sense, it heavily influences our behaviours, perceptions of product/service quality and overall decision-making, especially as consumers across different industries.


Check out our other posts on how to employ successful scent marketing strategies:

Scent Print Sampling Solutions

Top 3 Recommendations for Scent Branding

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of consumers find advertising more interesting when some kind of interaction occurs.


of consumers can remember a memory associated with a scent after a period of one year.


of consumers would choose a product they can smell and touch over one they can only see.

Have a project and want to discuss how scent could add value?

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