Scratch-n-sniff (sometimes called rub-n-sniff) technology that can embed odors into a printed piece has been around for several decades but was limited in the types of odors/scents that could be used. Today, there is a broad range of odors/scents available to use in your printed promotional pieces that can enhance and more thoroughly engage your target audience with your brand.
How does Scratch-n-Sniff Work?
Fragrance oils are either mixed with a special ink or coating that encapsulates the fragrance molecules such that when the ink/coating is scratch or rubbed, the fragrance molecules are released. (Postal regulations require scents/odors be confined during the mailing/handling process.) Typically, odor/scents are contained in designated areas that will have a printed image or element that represents the odor (e.g., a lemon to match a lemon scent) with a call-out to scratch or rub to activate the odor/scent.
What Kinds of Odors/Scents Are Available?
There are hundreds of stock scents available covering basic categories like cooked or baked foods, fruits, spices, flowers, vegetables, and everyday odors like soap, fresh air, campfire, menthol, etc. There are even “stinky” scents (e.g., burnt rubber, manure, compost, etc.) available. In addition, if you have a specific fragrance you like or need, a custom fragrance can be created.
What’s the Advantage of Using Scratch-n-Sniff?
Odors/scents have a very powerful effect in evoking and provoking strong responses in human beings. Incorporating an odor/scent in a direct mail piece promoting your business can immediately activate positive feelings about your organization for the recipient. For instance, including a scent of fresh baked cookies for your baking business or a new car odor for your dealership gives your promotional piece an appeal that operates beyond words and images.
If you have any questions about Scratch-n-Sniff, give us a call at 330-597-8560. We’re happy to help you get the most out of your printing project.
Photo by Beth Macdonald
