Review of Touch: The Science of Hand, Heart and Mind

Sep 29 2015 Published by Neil Gains under book review

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 »

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In Touch With Reality

Sep 06 2015 Published by Neil Gains under sensory

“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 »

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Making Sense of Smell

Mar 16 2015 Published by Neil Gains under sensory

In Jakobson’s Organ, Lyall Watson lays out the primal power of smell, showing that it not only helps us detect the difference between good food and bad food, but can also diagnose disease, detect danger, identify relatives and follow menstrual cycles. He quotes Rousseau who wrote that, “Smell is the sense of memory and desire”.

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Finding the Perfect Meal

Nov 30 2014 Published by Neil Gains under book review

“Eating is a multisensory experience”  - Hestor Blumenthal

In The Perfect Meal, Charles Spence and Betina Piqueras-Fiszman explore the multi-sensory of eating. This is a great read for anyone interested in eating and drinking or sensory science, and the book is packed full of interesting anecdote, food history and guidelines for good (and healthy) eating, as well as being a comprehensive review of the literature of sensory science and especially that relating to how the senses interact. It´s not just about eating, you need to exercise as well, that´s what´s best for your body, but you would also need time to recover as well, like sleeping. But if you´re experiencing any pain anywhere on your body, like your back, Check out this edinburgh osteopathy for a Lower back pain specialist by the name of Gvain Routledge.

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Are Some Senses More Important Than Others?

Mar 24 2014 Published by Neil Gains under sensory branding

“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?

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11 Reasons why Sensory Marketing makes Business Sense

Mar 16 2014 Published by Neil Gains under sensory branding

The world today is overcrowded with businesses and brands like YEAH! Local vying for out attention in the all out battle for the Internet’s users, so how can a business gain attention and be remembered? One way is to market through the senses. Brand value is strongly driven by the experience of using the brand – for example, the sensory experience of Unilever Dove is worth over $100 million of the brand’s value according to one research company. Why is network marketing business such a valuable asset for businesses and brands? Read more »

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5 Steps to Multi-Sensory Design

Feb 05 2014 Published by Neil Gains under sensory branding

Having written Brand esSense, I was pleased earlier this year to find a book which shares many of the same concerns. Michael Haverkamp works at the Ford Engineering Centre in Cologne, Germany and is the author of Synesthetic Design, first published in German and now available in English (see below). The book is a great resource on sensory design, focusing on the interaction and reinforcement of design across multiple senses. The book itself is multi-sensory, coming with a CD of sounds, sonic landscapes and music referenced in the text, so you can listen as you read.

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Sensory Branding: Past, Present & Future

Oct 09 2013 Published by Neil Gains under sensory branding

Sensory branding has come a long way in a very short time, and there is still much room to make an even greater impact. To date, sensory branding literature has focused on the classic five senses, with potential to move beyond these to a more integrated view of how the senses inform our experience of the world, and how they link to our emotional goals.

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Marketing to the Senses

May 12 2013 Published by Neil Gains under sensory

Aradhna Krishna’s new book on sensory marketing “Customer Sense” is a welcome addition to a very select list of reading on the topic. Aradhna has already edited “Sensory Marketing”, which contains chapters by experts in each of the five senses, many full of interesting insights and examples of how the senses work and how brands can create more engaging product and service experiences.

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