University and market studies have proven that scent provokes powerful emotions. As brands strive for the strongest consumer connection, it is no surprise that pulling scent to the forefront of the brand experience is a growing trend. Scent is showing up in all sorts of unexpected places from wallpaper to razor blades to ads and packaging. Studies also show that once a consumer physically engages with a product at shelf, say to give it a sniff, the likelihood that they’ll buy the product grows exponentially. Many companies are exploring innovations in scent technology providing even small brands and campaigns the means to explore. In some cases, for print communication or package substrates, it can actually be more cost effective than adding additional spot colors or varnishes. So consider the power of scent when developing your core brand vocabulary or how your message can be more meaningful and compelling; and yes, there is even (kind of) an app for that.