Beyond Sight and Touch: How Scent in Packaging Creates Lasting Impressions
When you think about packaging design, chances are your mind jumps to color palettes, textures, and unboxing experiences. Maybe you think about the feel of a matte finish, the shine of a metallic foil, or the satisfying snap of an auto-lock box. These are all important… but they’re only part of the story.
Packaging isn’t just about what your customers see and touch. It can also tap into one of the most powerful senses we have: smell.
Scent is directly tied to memory and emotion. It’s why the smell of fresh coffee instantly perks you up, or why catching a whiff of sunscreen takes you straight back to summer vacations. When brands add scent to packaging, they’re not just making a box or a label. They’re creating an emotional trigger that sticks with the customer long after the product is opened.
So, let’s explore how brands can go beyond the look and feel to design packaging that customers can literally follow their nose to.
The Psychology of Scent
Of all our senses, smell has the closest link to memory. That’s because scents are processed in the same part of the brain that handles emotions and recall. A simple fragrance can instantly transport someone to a different place or time.
Think about it:
The smell of cinnamon might remind you of holidays at home.
Freshly cut grass can bring back warm summer evenings.
Vanilla often sparks feelings of comfort and warmth.
The smell of freshly baked bread might make you hungry.
For brands, this is powerful. Packaging with a well-chosen scent creates an emotional anchor. Customers don’t just remember your brand visually. They feel it every time that smell hits their senses.
In a crowded marketplace, where products compete for attention on shelves and in shipping boxes, scent becomes an unexpected way to stand out.
Techniques for Adding Scent to Packaging
So how exactly does scent get into packaging? It’s not like spraying perfume on a box and hoping it sticks. There are several tried-and-true (and some innovative) ways brands are working smell into their packaging:
1. Scratch-and-Sniff Elements
A classic technique that is still one of the most effective. Scratch-and-sniff is achieved by applying microencapsulated fragrance oils to a label, sticker, or printed area. When scratched, the capsules break and release the scent.
Why it works: It’s interactive and fun. Customers are invited to engage with the packaging, which builds a stronger connection.
Best for: Promotional packaging, kids’ products, or seasonal limited editions. Imagine a pumpkin-spice scratch-and-sniff label on fall coffee packaging. Customers would literally stop to take a sniff.
Pro tip: Because it requires customer action, placement matters. Put scratch-and-sniff spots where they are easy to see and people can’t resist testing them.
2. Scented Inks and Varnishes
Instead of requiring a scratch, scented inks and varnishes slowly release fragrance when touched or exposed to air. The fragrance is mixed directly into the coating, which can be applied selectively (like on a logo) or across the entire package.
Why it works: Subtle but sophisticated. Customers don’t have to “do” anything. The scent is just part of the experience.
Best for: Premium products, cosmetics, and lifestyle packaging where a light fragrance adds a touch of luxury.
Pro tip: Pair the scent with your product’s identity. A lavender varnish on skincare packaging feels relaxing and consistent, while a citrus scent could give an energy drink label a fresh pop.
3. Fragrance-Infused Materials
In this method, the packaging material itself (cardboard, paper, or even plastic) is infused with fragrance oils. Often, this is done with microencapsulation, so the scent releases gradually over time.
Why it works: It provides a long-lasting fragrance that doesn’t disappear after the first unboxing. The customer continues to associate the scent with your brand every time they encounter the package.
Best for: Products that need long-term storage (like luxury goods, candles, or subscription services).
Pro tip: Use this method when you want the scent to be part of the entire unboxing journey, not just a single moment.
4. Scented Packaging Inserts
Not every scent needs to be baked into the box itself. Inserts like tissue paper, branded cards, or sachets can carry fragrance. This is often done by spraying or coating the insert with fragrance before sealing it inside.
Why it works: It’s flexible and cost-effective. Inserts can be swapped seasonally or tailored for special campaigns without redesigning the packaging structure.
Best for: Subscription boxes, gift sets, or e-commerce brands looking to add a surprise element.
Pro tip: Keep scents subtle. An over-sprayed insert can overwhelm the unboxing experience, but a light hint of fragrance creates delight without distraction.
5. Perfumed Adhesives or Labels
A lesser-known option: adhesives or label stock that carries fragrance. These labels are often small but can be applied strategically. Think of a wine bottle with a scented neck tag or a pet treat bag with a peanut-butter-scented sticker.
Why it works: Easy to add to existing packaging without major redesigns.
Best for: Promotional runs, seasonal flavors, or products where the scent ties directly to the flavor or benefit.
Pro tip: Pair these with QR codes or AR experiences to tie smell to a larger storytelling campaign.
6. Multi-Scent Layering
Some brands experiment with combining methods. For example, using scented tissue paper and a scratch-and-sniff label. This creates a layered sensory experience where each step of the unboxing journey reveals something new.
Why it works: It transforms packaging from a container into a full experience.
Best for: Luxury brands, holiday collections, or limited editions where you want the packaging itself to feel like a keepsake.
Pro tip: Keep scents in harmony. Too many clashing fragrances can overwhelm or confuse the customer.
The Benefits of Scented Packaging
Adding smell isn’t just about novelty. Done right, it brings serious benefits:
Multi-Sensory Branding – Customers don’t just see or touch your brand; they experience it on another level.
Memorability & Differentiation – Scents stick in memory much longer than visuals alone, helping you stand out.
Emotional Triggers – The right fragrance can spark happiness, cravings, or nostalgia, which influences purchasing decisions.
Unboxing Magic – Scent adds surprise and delight to the unboxing experience, making it more likely customers will remember and share the moment.
Challenges and Considerations
Of course, scent in packaging isn’t without its challenges. Before you dive in, here are a few things to keep in mind:
Longevity – Some scents fade quickly. Brands need to choose the right method to ensure the fragrance lasts through shipping and storage. How quickly your customers get their packaging will change what method you choose.
Allergies and Sensitivities – Not everyone reacts well to added scents. Testing and transparency are key, so your good-intentioned idea doesn’t turn into a literal headache for someone else.
Cost – Specialty inks, coatings, or fragrance-infused materials can add to production costs, but they could be worth it for your brand.
Brand Fit – The scent has to align with your product and brand identity. A mismatch can feel gimmicky or even off-putting.
Don’t Overdo It – Scents can be fun and engaging, but there can be too much of a good thing. Be mindful of how strong your scents are or how many different scents you are using.
Conclusion – The Scent of a Strong Brand
Packaging has always been about more than just protection. It’s branding, marketing, and customer experience rolled into one. But while most brands focus on the visual and tactile, few venture into the world of smell.
And that’s exactly why scent can be such a powerful differentiator. It connects emotionally, sticks in memory, and elevates even the simplest packaging into an immersive experience.
So the next time you’re brainstorming packaging ideas, ask yourself: What should my brand smell like?
Because in the end, it’s not just about how your packaging looks or feels. It’s about the impression it leaves and sometimes, that impression lingers in the air long after the box is gone.
