I usually ask my clients to walk through their brand as if they were a customer using all five senses: what’s the first thing they see? The first thing they hear? Does the environment have a scent or does the product have a scent? Do they encounter a tactile touch experience (packaging or furniture)?  And taste—this can be literal as in taste buds, but it can also be in taste in quality or level of design.

By focusing on all of these areas, a customer can have a much stronger branding experience. While reflecting on this, I stumbled upon an artist from the UK. I was intrigued to find that her graphic design also had a sensory position in her marketing piece, a campaign titled “Feel Flavour” with an interactive experience for her client’s spice brand. It incorporated three of the five senses by connecting the brand with sound chips, touch sensitive inks and the use of visually bold colors to create a memorable brand experience. To learn more, click here.

“Every summer I make it a point to check my car over with an all-points maintenance inspection for optimum results. Why not take the same steps annually to do a five (5) point sensory check of your brand? First impressions matter at every touch point—to see if you need to fine tune your brand message experience.”
—Lisa Absher, Creative Director