Zachary Estes highlights research indicating that images of scented objects can evoke the associated smells in consumers' minds, influencing their buying decisions. This phenomenon, dubbed "smellising," suggests that visual cues, such as pictures of lemons or coffee beans, can effectively replicate the impact of actual scents used in physical retail spaces. As online shopping grows, incorporating evocative images can help brands harness the power of scent to enhance consumer appeal and product selection, much like ambient scents do in brick-and-mortar stores.
