I recently read a short article and listened to a podcast sponsored by Berjé: 'Layering Experiences to Create Product Complexity'
A nice quick read and short podcast with world-renowned experimental psychologist, Charles Spence, Ph.D.
I really liked his questioning about what product complexity means; chemically (chemical complex) or psychologically (experienced complexity)?
In scent research we often come across these questions. Too much overlaying can be a killer, while the simplest combinations can initiate great emotions… or vice versa.
The fragrance/flavour industry is challenged by consumers seeking for greater experiences!
Personalised combinations, pairing tastes (e.g. wine and cheese), sequential flavour impressions, flavouring via scent only… There are so many interesting creations out there and certainly more to come!
If these are experienced 'too complex' or 'too one-dimensional' often relies on the consumer experience impacted by the brand/concept standing behind. (e.g. Luxury products may require more (perceived) complexity than organic ones…What are your thoughts?)
This is why consumer feedback during development is (still) essential to translate the creation into consumer language and check the emotional consumer experience!
What are your thoughts?
#fragrance #sensory #senses #multisensory #flavour #scent #scentresearch #inspiration