What is sensory communication?
Sensory communication consists of stimulating one or more of the five senses (sight, hearing, touch, taste, smell) in the relationship between a brand and its audience. The objective: to create a strong sensory experience, capable of generating emotion, strengthening engagement and building a coherent, tangible and unique brand image.
Why is it powerful?
- We remember better what we experience with several senses
Neuromarketing research shows that multiple sensory stimuli activate more areas of the brain, thus increasing the memory of the message.
- Sensory memory is more durable than visual memory alone
A scent, sound, or texture can trigger powerful memories that are linked to strong emotions.
- Sensory experience generates attachment
By creating a deep emotional connection, brands that stimulate the senses reinforce customer loyalty.
What senses can brands activate?
- The sound
Sound identity (as seen in our previous blog): jingle, voice, musical ambiance, application sounds... Examples: Netflix, SNCF, Apple.
- The sense of smell
Some brands broadcast a signature fragrance in their shops or packaging (e.g.: Abercrombie, Sofitel hotels). The smell anchors an immediate sensory memory.
- The touch
The texture of a packaging, the weight of a paper, the finishes of a product are all sensory details that influence the perception of quality.
- The taste
Indispensable for food brands, but also used in immersive campaigns. Some brands create event-based taste experiences around their universe.
- The view
It is the most requested. Colors, shapes, fonts, animation, movement... A strong visual identity is the basis, but it is by combining it with other senses that magic happens.
Examples of multisensory brands
- Lush: strong in-store smell, fun textures, colorful visuals and tactile product experience.
- Apple: clean design, minimalist sound, unboxing experience thought out to the smallest detail.
- Starbucks: background music, coffee smell, service personalization (name written by hand)...
- Mercedes-Benz: muffled door sound, integrated cabin fragrances, sound design when the vehicle is started.
How to integrate sensory communication into your strategy?
Identify the most relevant senses for your sector
Not all sectors can exploit the 5 senses, but every company can activate at least two or three sensory levers.
Creating multisensory coherence
The sound, the visuals, the materials must tell the same story. The sensory universe must extend the brand's DNA.
Think user experience (UX) and customer experience (CX)
A site can offer a fluid visual and sound experience, a physical store can appeal to the senses as soon as you enter. You have to think about the emotional path.
Test and iterate
Sensory stimuli should be subtle, well calibrated, and tested on panels. Too many effects kill the effect.
Conclusion
Sensory communication is a new frontier for brands that want to stand out in an ultra-competitive world. It allows you to leave a classical discourse to offer a living, embodied and emotional experience. By touching the senses, we also touch memories, emotions, and the unconscious. This is where the magic happens, and where the brand leaves an unforgettable impression.
🌟 Do you want to bring your brand to life beyond words and visuals? At Esekai, we help you create a coherent, creative and engaging sensory universe, adapted to your DNA and your customers.
.png)
