Corporate identity is an important principle that is recognised by all companies, both larger corporations and smaller boutiques. However, it is rare to incorporate a selected fragrance into the corporate identity of a company. Our family company Avtomati Armič has carried out preliminary tests of the effect of the scent of coffee on the desire for its intake. We observed the responses and reaction of people in a room that was intentionally infused with the natural scent of coffee. We found that it is necessary to be careful of where and how we want to use the scent of coffee. The scent must be pleasant and unobtrusive.
The purpose and aim of this master's thesis was to create a corporate identity and enrich it with fragrant microcapsules, the core of which contained a coffee extract. We have created two new logos and executed them as newly designed stationary, business cards and letter envelopes. We used two different printing techniques to achieve the final ressults - laser electrophotography and screen printing. We carried out a variety of tests, printing paints with added fragrant microcapsules on a paper substrate, using the same graphic print without fragrant microcapsules as a control. We conducted a sensory assessment of the odor of samples printed with screen printing paint alone, and with paints contianing added microcapsules. The tests were conducted in an odorless room, during afternoons, over a four month period. During this pilot study we prepared a questionnaire for our test subjects. In the second part of testing, the intensity of the scent of printed business cards was assessed by test subjects, including the company's clients. Both test groups completed the final questionnaire "Scent as a Marketing Tool".
From the results obtained during all three tests, we found that screen printings with paints with added fragrant microcapsules emit a recognizable scent for a long time, and that their presence as a corporate identity attracts customers and produces positive effects. The presence of a pleasant scent in corporate identity is desirable, since it positively influences the decisions of customers. Customers pay a lot of attention to the scent in a room and the products they buy, especially when shopping for personal care products. Above expectations, however, was the discovery that many respondents would gladly sign a contract if it was scented.
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