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Multisensory impressions in digital media: the strong brand speaks to all the senses
Of course we can see and hear on the internet! But what about smell, taste and touch? That is possible too if we apply the
research findings about human brain functionality, how it processes, stores and recalls information. Before we get more
specific, let us take a look at the importance of multisensation:
Our senses
Sight is especially important: 83% of what we perceive of our surroundings is visual. The visual impression of a brand heavily
determines its brand image as any examples of luxury brands show. The disproportionate effects of sight explain why
pictures and images are so valuable to digital media from the beginning, digital media has relied on visuals, e.g. buttons
and graphics. Today the emphasis has shifted to games and video.
Sight can also trigger other sensory impressions: when we look at an apple, we know how it tastes, smells, feels, when we
bite in. Just by looking at a picture, we can imagine the smell of fresh cut grass.
(Foto: Herbst)
Our other senses can also trigger multisensory experience: imagine the sound of opening a bottle of beer. How does it feel in
your hand? How does the first sip taste? Now imagine how it feels to touch the thorn of a rose with your finger. How is this
possible?
The multisensory network of our brand consists of all the possible sensory impressions (multisensory holistics) via
MULTISENSORY BOOSTING
If our digital brand activates all five senses, the effects are much greater than the sum of activating the individual senses
our brain reacts substantially stronger to a simultaneously seen, heard, felt, smelled and tasted impression than it does to
any of them alone.
Note: if our brand activates all 5 senses, the effects are 10-fold. Experts refer to this as multisensory
enhancement or explosion of senses.
Core questions
which one-of-a-kind, rewarding feelings signify our brand? (reward promise, see chapter 1)
how does the reward promise affect all the senses? Which senses does our brand activate? What kinds of sensory
impressions do we want to create?
how do we use our users (already) stored sensory impressions to activate other senses even if a particular sense is not
directly involved and we can only use, e.g. sight and sound?
how do we incorporate this learning into our digital brand storytelling (see chapter 3)? How do we apply this to effective
images and videos of people? (we will get to that in a moment)
CHECKLIST