Janoschka magazine Linked_V6_2021

44 k n o w l e d g e & c o m p e t e n c e
issue #6 © l i n k e d 45
... more than a thousand words
According to an American study*, imbuing packaging
with scent significantly improves people’s
ability to recall brand attributes. Two groups of
test participants were shown advertising claims
listing a total of thirteen different product characteristics:
one group was given just images
and text while the other group was additionally
exposed to a fragrance.
Two weeks later, the test persons from the
scent group could remember five out of
the thirteen characteristics. The group without
the scent, however, only managed to recall
between one and two on average. So there
are certainly some good reasons for getting
the message across via the nose.
Scented coatings use microencapsulated aromatic
substances or scented oils. The essential
oils enclosed in the plastic capsules are applied
directly in a transparent overprint varnish. Scented
coatings are suitable for use with all common
printing techniques, like flexo, gravure, screen,
sheet-fed or web offset printing.
They can be applied across the whole surface
or at specific points. The scented coating can
be water- or oil-based, contain solvents or be
UV-based, depending on the printing technique
and procedure being used. It can be processed
in printing or coating units. When consumers
touch a surface that has been scented using
this technique, the friction causes the capsules
to break open and release the scent.
* Krishna, A., Lwin, M., Morrin, M., Product Scent and Memory. Journal of Consumer Research, Vol. 37, June 2010.
Tree – Sundance Film Festival 2016
“Tree” is a virtual reality experience with “sensible” enhancements.
It transforms you into a full-sized tree in a majestic rain forest.
Your arms become the branches and your body the trunk as
you experience the tree growing from a seedling into its fullest form.
Finally, you witness its fate at first hand.
A team of passionate artists, producers and programmers have
created a truly immersive VR storytelling tool.
A very subtle and impressive dimension of smells is added to stimulate
the senses and fully immerse the audience in their new identity.
The scents range from the fragrance of the soil where the seedling
takes root, all the way to the smell of burning wood.
treeofficial.com