Discover how scent works as a powerful form of non-verbal communication—enhancing memory, behavior, and wellness through evidence-based olfactory design.

Smell is more than just a sense—it’s a language. In branding, healthcare, and emotional memory, scent speaks volumes without saying a word. Through 30+ years of applied work in olfactory design, I’ve learned that smell is a vital tool for non-verbal communication, with measurable impact across industries.

Table of Contents

• The Role of Scent in Branding
• Groundbreaking Research with Loblaws
• Introducing the Body Language of Smell
• Smell as a Cognitive Tool in Dementia Care
• The Science and Culture of Scent
• Call to Action: Work With Us
• FAQ: Can You Use Scent Therapy in Scent-Free Spaces?
• About the Author

The Role of Scent in Branding

Scent is one of the most underutilized tools in branding. From McDonald’s cinnamon buns to a BBQ campaign with Keith Urban, I’ve used scent to create immersive experiences that go beyond logos and taglines. I even curated a scent map of Toronto.

Groundbreaking Research with Loblaws

In 2009, I led a scent study for Loblaws to evaluate how aroma impacts customer engagement within the bakery department. At the time, most locations did not bake on-site, so we introduced scented banners, an invention I created to showcase visual and scent without using diffusers. These banners were positioned in the bakery sections of selected stores to simulate the smell of freshly baked apple pie.

The study ran over six months and included:

• 16 stores across Ontario
• 8 scented locations and 8 non-scented control stores
• Scented banners placed strategically in the bakery area
• A professional observation team to track consumer behavior

The results were fascinating:
Customers exposed to the aroma were three times more likely to place an apple pie in their shopping cart than those in the non-scented stores.

It’s no surprise that today, many grocery chains—like Loblaws and Fortinos—feature in-store bakeries, pizza ovens, and coffee counters. These spaces are designed to naturally create a food scent experience. And yes—you do spend more because of it.

Introducing the Body Language of Smell

While observing individuals as they entered the sillage—the trail of scent within a space—we noted consistent patterns of non-verbal communication across all scented store environments studied. These physical responses were subtle yet remarkably consistent. Here are a few examples:

• Rapid blinking = sensory stimulation
• Wrinkled nose = scent intensity
• Relaxed shoulders = comfort or enjoyment

These cues became key indicators in understanding how scent influences behavior without the need for words.

Smell as a Cognitive Tool in Dementia Care

For people living with dementia, scent often becomes a primary way to communicate. Even when verbal language fades, the body still responds to familiar smells.

• Individual scent blotters used
• Non-invasive and skin-free
• Real-time reactions guide care
• No side effects, no diffusion required

The Science and Culture of Scent

Dogs speak scent fluently. Some cultures use smell to establish trust. Yet many humans have forgotten how powerful it is.
Scent:

• Activates memory faster than any other sense
• Bypasses language to influence emotion
• Is tied deeply to identity and place

Work With Us

Are you curious about the power of scent in your space, clinic, or care setting?

We offer evidence-based scent therapy for:

• Healthcare & long-term care
• Brand & architectural design
• Cognitive and memory support