I wear cologne every day. One spray aimed at the chest while holding the bottle at a full arm's length is what is recommended by GQ magazine and seems to work for me.
There's an odd impression in this thread of the purpose of cologne. It's not an antiperspirant - you apply that separately. Cologne is adding a touch of flair to your presence in the manner of a nice but unostentatious wristwatch or cufflinks.
I'm kinda curious if there has been a movement away from waring cologne because scented body wash and Axe spray has created a generation or two that doesn't really know how to properly use it. You have to know what cologne works for
your body chemistry; just because it smells good on a card, doesn't mean it will work well with you. You also need to know how to apply it, and not to mix it with other strong scents from your aftershave or whatnot.
If I'm going to ware cologne, I use unscented soap and antiperspirant when getting ready and only use a single spray (
maaaaybe two if I'm using a very light cologne) on my chest/lower neck before I put a shirt on. Some people like to spray it on their wrist and then apply it to their neck, that works pretty well too if you just want it in key areas. If you've selected the right scent for you and apply it correctly, you will not fill a room with your cologne; at worst, it should only be just noticeable to a person standing less than five feet from you and not linger after you've left the room. People often saturate themselves with cologne because after a moment their nose filters it out and they can no longer smell it, and fear that it's worn off. It's better to be pleasantly forgettable, than painfully remembered; so one spray will do it, unless you've had someone whom you trust tell you another squirt wouldn't hurt.
A well selected cologne, that is applied properly, will always receive complements from the opposite sex (or same, in Loki's case). Anyone can spray on axe and smell like the guy standing next to them, but having you're own unique presence will often win points.