The more effective the brand is on the consumer, the more successful it is. Although visuality is the primary way to trigger an emotion in the consumer's mind, visual creativity is not enough to direct the consumer to the act of purchasing. In other words, our eyes are not the only sense organs we use in remembering brands and making purchasing decisions.
According to a research; it has been proven that fragrances can improve mood by 40 percent. According to a study by Samsung, brands with a distinctive scent increase shopping time by 26 percent. Starbucks is one of the best examples of the fragrance-brand relationship. Starbucks; years ago, found that the smell of the food products it offered suppressed the smell of coffee and this caused a decrease in coffee sales. Thereupon, it started working with an international fragrance marketing company. The smell of coffee again became dominant in the shops and an increase in sales was observed again.
One of the most powerful tools for appealing to consumer emotions is sound. Just like smell, it can identify with memories. Brands often use sound in the form of logos with sound or short advertising jingles. 20th Century Studios is one of the best examples of sound logos. Everyone knows the music of Alfred Newman behind that magnificent 3D logo animation. Even if the brand is not visible, we know what the brand is as soon as we hear the sound. In other words, it is not necessary to see a brand to know it, we can recognize it by smelling or hearing it.