Creative mental activity, known as imagery, can also be used to encourage relaxation and help women manage their pain during labour. Many people use imagery in everyday situations. For example, when we feel hungry we can often ‘see’ (visual imagery) and ‘taste’ (taste imagery) an imagined meal in front of us - even to the extent of making our mouths water. The word imagery (or visualisation) implies that only the visual sense is used. However, all senses (vision, touch, hearing, taste and smell) can be included in this mental activity.