Use 'conjure up' to describe strong emotional reactions triggered by something like a scent or sound. The song on the radio conjured up feelings of nostalgia for the summers of her youth.
Pro Tip 2/3
Powerful Imagery
'Conjure up' can express the ability of words or stories to create vivid images in the mind. The author's words conjured up a hauntingly beautiful landscape in my imagination.
Pro Tip 3/3
Memory Connection
When a current experience connects to a memory, use 'conjure up' to describe that link. The taste of fresh apple pie conjured up memories of baking with my grandmother.