Sensory branding is a type of marketing which applies to all of the senses, not just sight. This way it connects with customers on many other levels, mainly emotionally. When a customer gets the impulse to buy something, this comes from our emotions, as human we have five senses yet the majority of branding only use one. By using all five senses to interact and connect with the customer emotionally, there is more chance of that customer staying or returning. All with the simple use of sensory branding.

The Five Senses of Sensory Branding

Sight

The main sense to be used in branding is sight, as it is the most prominent taking up two thirds of the sense cells in the body. Even more so within design as marketing a brand through sight is how companies attract their customers. Packaging can also a big part of sight branding, how this looks will impact whether a customer sees a business as professional or not.

Smell

Smell comes in naturally when it comes to restaurants and food related businesses. However this can be used as an individual selling technique on it’s own. For example, if a business is selling kitchenware then they could send out certain sells. Such as wafting the smell of toast through their space, which can then intrigue customers in. This way the customer can imagine the appliance in their home, encouraging them to buy.

Sound

Sound can work really well especially if there is a theme involved with the brand. For example a shop which sells camping clothing and equipment could play various sounds. Such as fire crackling, birds, light rain and crickets. This will then excite customers about their camping trip. Which will then influence and encourage them to make a purchase based on impulse and desire.

Taste

Taste can be used in the same way as product engagement. By simply offering out free snacks this can help draw customers in and encouraging them to stay and take a closer look. This will then in turn produce a higher chance of a sale. Please see our previous post for more information on product engagement. http://www.mercerexhibitions.co.uk/2017/02/23/displaying-products-exhibition-spaces/ 

Touch

Touch is already making it’s way up to the same level as sight. In most shops the products on the shelves can be removed and observed at closer view. Using sight and touch together can be a simple way of encouraging customers to buy. By not letting them touch products their interest rate is likely to be reduced.

 

Many brands are following the lead of proponents of  “off the plate” dining experiences, such as Heston Blumenthal, whose restaurant The Fat Duck became famed for its Sound of the Sea dish with accompanying iPod playing the sound of waves. Anne Cassidy – The Guardian

 

The main goal within Sensory branding is to try and get the customer to interact with their purchase on another level. By breaking free from the traditional scheme of branding. This type of branding helps those who work for marketing, get into the mind of consumers’ and understanding what they want. This type of banding is also great, as it can work in any type of business and any size of space. It all depends on how it is carried out. For instance in a small or open space, senses such as smell and sound may be overpowering or overpowered. A lot of what can be done relies on the size of space, in these situations less can be more.