IIDA Perspective - Summer 2018 - 31

stores to create a calm, spa-like vibe for its shoppers.
As with every sense, scent can work for or against
you. "In the worst case scenario, you pump out a scent
that is so strong it drives people away," Carr says.
She points to bath product stores that assault
customers with a barrage of perfumes, or young men's
clothing stores where the smell of men's cologne sticks
to your skin the moment you enter. "A scent consultant
can make sure the choice is subtle and doesn't
overwhelm."
Spence encourages interior designers to consider
scent designers if they want to craft a signature
experience. "Bring them on later in process once the
other elements of design have been sorted," he says.
"Then, it may be easier to try and find/develop a scent
that matches or accentuates those other cues."

Credit

Altered By the Elements

The Tillary Hotel in New
York, New York, USA
created a signature
scent that would draw
off of the space and
reinforce the brand.

The environment around us profoundly influences the
way we perceive food and drink. "The feel of a chair,
the paint color, the noise, and the temperature will all
impact how food tastes," Spence says. He notes for
example that loud noise suppresses the ability to taste
sweet and salty.
Conversely, the right visual and auditory elements
can enhance taste. Spence recalls conducting a
3,000-person wine tasting experiment in London where
changing the lighting to red was shown to bring out the
fruity notes in a red wine, while turning the lights green
brought out the freshness/acidity of the wine instead.
"Furthermore, we could accentuate the effects of
lighting by adding 'sweet' music to red lighting and
'sour' music to green lighting," he says. "Participants
were amazed by how much their taste experience
changed as a function of the ambient lighting/music."
This is obviously most important in restaurants
and food venues, notes Seidelmann. When her team
designs for food and beverage retail sites, all of the
design elements are chosen to complement the food
palate. "We chose darker earthy tones for restaurants
that serve steak or BBQ, or add color accents in green,
yellow, orange, or red for brands that work with juices
or vegetables."
Scent also has a powerful impact on taste, as both
senses are involved in flavor perception. Designers
who are thoughtful about how scent impacts taste can
use it to their advantage. It can work against them,
though, Spence says. In the same way that piping the
smell of hot popcorn or sizzling bacon into a mall will
draw people to a food kiosk, the smell from an open
garbage bin or a smoking oven will drive them away,
he says. When working with restaurants or other food

summer 2018

perspective

31



Table of Contents for the Digital Edition of IIDA Perspective - Summer 2018

IIDA Perspective - Summer 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Every Where Has a Why
More Than Meets the Eye
To The Max
Picture It
DNA of a Design Firm
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Summer 2018 - IIDA Perspective - Summer 2018
IIDA Perspective - Summer 2018 - Cover2
IIDA Perspective - Summer 2018 - From IIDA
IIDA Perspective - Summer 2018 - Contents
IIDA Perspective - Summer 2018 - 3
IIDA Perspective - Summer 2018 - 4
IIDA Perspective - Summer 2018 - 5
IIDA Perspective - Summer 2018 - Next
IIDA Perspective - Summer 2018 - 7
IIDA Perspective - Summer 2018 - 8
IIDA Perspective - Summer 2018 - 9
IIDA Perspective - Summer 2018 - World View
IIDA Perspective - Summer 2018 - 11
IIDA Perspective - Summer 2018 - Sum of Its Parts
IIDA Perspective - Summer 2018 - 13
IIDA Perspective - Summer 2018 - Talk, Talk
IIDA Perspective - Summer 2018 - Data Viz
IIDA Perspective - Summer 2018 - Pre/Post
IIDA Perspective - Summer 2018 - 17
IIDA Perspective - Summer 2018 - I Design
IIDA Perspective - Summer 2018 - 19
IIDA Perspective - Summer 2018 - Every Where Has a Why
IIDA Perspective - Summer 2018 - 21
IIDA Perspective - Summer 2018 - 22
IIDA Perspective - Summer 2018 - 23
IIDA Perspective - Summer 2018 - 24
IIDA Perspective - Summer 2018 - 25
IIDA Perspective - Summer 2018 - More Than Meets the Eye
IIDA Perspective - Summer 2018 - 27
IIDA Perspective - Summer 2018 - 28
IIDA Perspective - Summer 2018 - 29
IIDA Perspective - Summer 2018 - 30
IIDA Perspective - Summer 2018 - 31
IIDA Perspective - Summer 2018 - 32
IIDA Perspective - Summer 2018 - 33
IIDA Perspective - Summer 2018 - To The Max
IIDA Perspective - Summer 2018 - 35
IIDA Perspective - Summer 2018 - 36
IIDA Perspective - Summer 2018 - 37
IIDA Perspective - Summer 2018 - 38
IIDA Perspective - Summer 2018 - 39
IIDA Perspective - Summer 2018 - Picture It
IIDA Perspective - Summer 2018 - 41
IIDA Perspective - Summer 2018 - 42
IIDA Perspective - Summer 2018 - 43
IIDA Perspective - Summer 2018 - DNA of a Design Firm
IIDA Perspective - Summer 2018 - 45
IIDA Perspective - Summer 2018 - 46
IIDA Perspective - Summer 2018 - 47
IIDA Perspective - Summer 2018 - 48
IIDA Perspective - Summer 2018 - 49
IIDA Perspective - Summer 2018 - Scratch Pad
IIDA Perspective - Summer 2018 - 51
IIDA Perspective - Summer 2018 - Insider Intel
IIDA Perspective - Summer 2018 - 53
IIDA Perspective - Summer 2018 - IIDA News + Updates
IIDA Perspective - Summer 2018 - 55
IIDA Perspective - Summer 2018 - Why This Design Works
IIDA Perspective - Summer 2018 - Cover3
IIDA Perspective - Summer 2018 - Cover4
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