It seems, what could be the connection between the pattern and the smell? They appeal to completely different senses and do it in different ways. However, as it recently turned out, the connection is much stronger than it might seem at first glance.

The International Journal of Marketing Research recently published an article with the results of a rather interesting study. It turns out that our brain is able to interpret an image by associating it with the smell of what is depicted. So, seeing an image of a rose, we subconsciously associate it with the scent of roses and it evokes more positive emotions in us than, for example, an image of a sunflower. Researchers suggest using this phenomenon as a marketing ploy when developing packaging design.

During the experiments, it was discovered that among two varieties of liquid soap with a fruity aroma, the consumer chose to purchase exactly the option whose packaging had images corresponding to the aroma. Moreover, it has been proven that images of unpleasant-smelling objects, such as ashtrays, on air freshener packages are more likely to discourage consumers from purchasing.

Thus, a picture of an object associated in our brain with a certain aroma, placed on the product packaging and, to some extent, corresponding to the contents of the package, can become an additional incentive to choose among other similar products.

Materials used from packaginginsights.com.