The Language of Colour is a short, readable and enjoyable introduction to visual communication and the semiotics of colour. Packed full of examples and exercises, Theo van Leeuwen moves from discussions of the meanings of individual colours and colour naming to a theory of how colours combine. The author argues that colour schemes and combinations are more important than the individual colours that comprise any combination.
Sound is often the most neglected of the senses when it comes to branding, although it is only second to the visual senses in terms of its importance and has a very specific role that helps the brain to create stories from cause and effect.
There is more to using sound in branding than music and song, important as they are. Of course, music and song are particularly powerful in creating links to specific emotions. However, in the esSense® framework outlined in Brand esSense, other aspects of sound can also contribute to building a brand through the senses, symbols and stories.
“Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression when nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed, music occupies more areas of our brain than language does – humans are a musical species.” – Oliver Sacks
We all know the power of music to move both our bodies and our emotions. So how can you use music to create more immersive brand experiences giving you the commercial edge over your rivals?
As the authors of The Social Psychology of Music point out, although music has many functions in human life, they are all essentially social. We use music to communicate, even when from very different backgrounds and speaking different languages. Music has the ability to trigger very powerful emotions., forming the basis of shared experiences. Music always conveys meaning, but that meaning is always situated in a social and cultural context. Meaning can never be free of context. Read more »
Using Sensory Signature to Build Brand esSense: Bringing experience to the heart of your brand identity
“Unify, simplify, amplify” – Ken Carbone
When asked to define brand identity, many people brand logos and names as well as the history and values of brands. Some even mention the design of a product or experience, but very few immediately mention the role of the senses in creating distinctive and memorable experiences. Many dictionary definitions focus solely on the visual look and feel of brands, but a better definition might be, “the elements of a brand that together identify and distinguish the brand in the consumer’s mind”.
For Keller, Aperia and Georgson, brand identity answers the fundamental question, “Who are you?” However, my favourite definition comes from Alina Wheeler’s Designing Brand Identity. She states that, “Brand identity is tangible and appeals to the senses. You can see it, touch it, hold it, hear it, watch it move. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.” Read more »
Of all the books I have read on the sense of touch, the best short introduction is Touch: The science of hand, heart and mind by David Linden. Only published earlier this year, a paperback version will be available at the beginning of 2016. This is clear and comprehensive overview of the role of touch in human lives, it’s relationship to emotion and social relationships and its interaction with the other senses. Read more »
“Seeing’s believing, but feeling’s the truth” – Thomas Fuller
“Any man who can drive safely while kissing a pretty girl is simply not giving the kiss the attention it deserves” – Albert Einstein
I first wrote about the importance of the sense of touch five years ago (click here). At that time there was very little literature focusing on this important sense, but the last two years has seen the publication of at least four books about touch and related senses (see below) so it’s time to look again at touch. Touch is often neglected, especially by marketers, so let’s focus on why touch is such a powerful way to communicate with your customers. Read more »
Hopefully by now most of us realise that the mind versus body problem is a quaint notion from the past, when we mistakenly believed that our minds floated in some ether disconnected from the real world. The idea of embodied cognition, that the brain is in fact only a central switching point for the central nervous system to send constant feedback on where we are and what we are doing. We only learn and acquire knowledge through our body (via the senses), and we only experience the world, including emotions, feelings and experience, through this system. Read more »
Value Opportunity Analysis helps researchers and designers map the impact of user’s aspirations and lifestyle to product design features. As we have written in Brand esSense and on this blog, where product execution meets the goals of customers, then they will pay a higher price and appreciate any improvement that makes the product better deliver against their goals (or ‘jobs’). Many products and services are designed to improve quality of life, and the connection to improved life quality depends on those things most valued by customers. Read more »
The von Restorff effect describes how out memory is more likely to recall noticeably different things than those which are more common. It is a result of the attention that is given to distinctive objects in the environment or within a set of other objects (for example, a list of words or a sequence of events or a series of faces). the effect happens when there is a difference in context (i.e. the contrast between one item and the others surrounding it) or a difference in experience (i.e. an experience clashes with our memory of similar events). It is also known as the isolation effect and the novelty effect. Read more »