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 »
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”.
“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.
“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?
The world today is overcrowded with businesses and brands vying for out attention, 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 sensory marketing such a valuable asset for businesses and brands? Read more »
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.
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.
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.