Brands are waking up to ways that they can connect with consumers on multiple sensorial levels. By thinking multi-sensorially, brands can extend the ways in which they connect with consumers, creating more exciting and delightful brand experiences. Here are a few exciting examples.
Smell/ Olfaction is linked directly to the limbic system (inner workings of the brain) and as such is one of the most powerful senses in the sensorial branding armoury. From piped fresh bread and coffee scents, to new car smell and PlayDoh, many brands are defined long before you can actually see them. For instance the New Mac candle builds a brand based on another brand. The copper clock uses perfume to offer an alternative way to tell the time.
Sound/ Audio branding has become a huge part in defining a brands signature. The Here One wireless earbuds lets you augment the World around you, the latest trend in the category hearables. Mymanu Clik smart earbuds allows you to translate languages in real-time.
Sight/ 83% of the information people retain is received visually. Brands are capitalizing on the use of technology to revamp their multi-sensory branding techniques. In the eyes of the animal have created a mixed reality headset that lets you experience nature through the animal's eyes. Entropia is an immersive music installation to create an intense audio-visual experience using sound spatialization.
Touch/ Tactility is the go-to sense of the Industrial designer. We can invite touch, emphasise power and precision, communicate quality, comfort and playfulness simply by the way we manipulate surface form and finish. The time is right to start to link up this power with other sensorial elements.
Taste/ Taste is actually the least developed of our senses, and up till now the focus has been to heighten the experience of food - from cutlery design to multi-sensory chocolate experiences. As we launch into the next generation of sustainable food source, many of which are far from traditionally appealing, design will play an even bigger part.