While many brands are using emotional messaging to connect with consumers on a more human level, French train operator Thalys is banking on the power of one of our most powerful senses – smell. Its campaign is inviting travellers on a journey through the scents of four European cities.

When it comes to food, it’s all about flavour – right? Canvas8 spoke to Charles Spence, the psychologist behind ‘gastrophysics’, to discover howallsenses impact on how we taste and to find out how brands are using packaging, colour and sound to radically alter our flavour experiences.

From the powerful roar of an engine, to the ‘snap, crackle, pop’ of a breakfast cereal, marketing campaigns that appeal to people’s senses often win big with customers. Now, research has found that different types of sensory experiences have varying effects on our purchasing behaviour.

With roughly 60% of purchasing decisions made in-store, packaging plays a key role in the consumer journey. But as the options on shelves expands, how are brands adapting their packaging to stand out? And how can the design of a box, jar or wrapper enhance the experience of an item?