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 goal: to create a strong sensory experience, capable of generating emotion, strengthening engagement and building a brand image that is consistent, tangible and unique. The stakes are real: according to a System1 analysis, 52% of reactions to an average TV ad in the UK are neutral.
Why is it so powerful?
- We remember better what we experience with several senses
Neuromarketing research shows that multiple sensory stimuli activate more areas of the brain, thereby increasing recall of the message.
- Sensory memory is more lasting than visual memory alone
A fragrance, a sound or a texture can trigger powerful memories, linked to strong emotions.
- Sensory experience creates attachment
By creating a deep emotional bond, brands that stimulate the senses strengthen customer loyalty.
Which senses can brands activate?
- Sound
Sonic identity (as we saw in our previous blog post): jingle, voice, musical atmosphere, app sounds... Examples: Netflix, SNCF, Apple.
- Smell
Some brands diffuse a signature fragrance in their shops or packaging (e.g. Abercrombie, Sofitel hotels). Smell anchors an immediate sensory memory.
- Touch
The texture of packaging, the weight of a paper, the finish of a product are all sensory details that influence the perception of quality.
- Taste
Essential for food brands, but also used in immersive campaigns. Some brands create event-based tasting experiences around their universe.
- Sight
This is the most heavily used sense. Colours, shapes, typefaces, animation, movement... A strong visual identity is the foundation, but the magic happens when you combine it with other senses.
In the System1 × TikTok study relayed by Chief Marketer in 2025, sound elements placed in the first two seconds of a video have the strongest effect on awareness, with a 191% increase.
Examples of multisensory brands
- Lush: strong smell in shops, playful textures, colourful visuals and a tactile product experience.
- Apple: clean design, minimalist sound, an unboxing experience thought through down to the smallest detail.
- Starbucks: background music, the smell of coffee, personalised service (name handwritten on the cup)...
- Mercedes-Benz: the muted sound of the door, built-in cabin fragrances, sound design when the vehicle starts.
How do you integrate sensory communication into your strategy?
Identify the senses most relevant to your sector
Not every sector can use all 5 senses, but every company can activate at least two or three sensory levers.
Create multisensory consistency
Sound, visuals and materials must tell the same story. The sensory universe must extend the brand's DNA. Consistency feeds trust: according to the Edelman Trust Barometer 2025 special report, 80% of respondents trust the brands they use.
Think user experience (UX) and customer experience (CX)
A website can offer a seamless visual and audio experience, and a physical shop can engage the senses from the moment you walk in. You need to think in terms of an emotional journey.
Test and iterate
Sensory stimuli must 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 universe. It lets you move beyond conventional messaging to offer a living, embodied and emotional experience. By touching the senses, you also touch memories, emotions and the unconscious. That is where the magic happens, and where the brand leaves an unforgettable mark.
🌟 Want to bring your brand to life beyond words and visuals? At Esekai, we help you create a sensory universe that is consistent, creative and engaging, tailored to your DNA and your customers.