4. Sensory importance
• Sight 58%
• Smell 45%
• Sound 41%
• Taste 31%
• Touch 25%
• Source: Millward Brown and Martin Lindstrom
5. Focus on smell
• Unfiltered into right side of brain (limbic
system)
• All other senses filtered through left side of
brain (cognitive filter)
• Smell can trigger emotions, lust, memories
• Main emotions: nostalgia (childhood), mood
(aromatherapy), desire (Gourmet)