“Touch comes before sight, before speech. It is the first language and the last, and it always tells the truth.” – Margaret Atwood
Are some senses more important than others for brands? It is well understood that our visual perception is one of the key reasons for human dominance on Planet Earth, and many brands (and brand guidebooks) focus on the visual appearance of the brand, perhaps to the detriment of other senses. Does this matter and can other senses create the same or greater impact on how we perceive a brand?