In today's consumer culture it is apaprent that we are visually overstimulated more than ever before. Between highways plastered with billboards, to every 30 second spot dedicated to a television commercial, our attention has been lost. In an effort to recapture our attention, marketers and advertisers have begun to resort to other sensory stimulating methods.
Visual stimulation, of all the senses, can be seen as being the most used and effective to some extent. However, when paired with other senses, such as sound, comapanies are better able to capture attention and participate in what has been come to known as Sensory Branding.
When using print, audio, and even televised mediums it can become quite difficult to implement various sensory techniques i.e. touch, smell, taste. Therefore, through a variety of createive measures, have advertisers been able to succeed in sensory branding. One of the oldest forms of sensory branding, is perfume companies and their advertisements within magazines. Luxurious images are often accompanied by a sample of the fragrance. This enables the consumer to develop both a visual and aural perception of a particular product.
Apple is one company that has effectively implemented sensory branding within their advertisements. In their Nano chromatic IPod commercial, the company uses color to stimulate consumer interest. The vibrant, colorful IPods are juxtaposed against a plain white background. Color has been shown to provoke emotions within people and develop various positive and negative associations. Humans have an innate reaction to various colors, so when applied correctly, color is an effective sensory branding technique.
Visual stimulation, of all the senses, can be seen as being the most used and effective to some extent. However, when paired with other senses, such as sound, comapanies are better able to capture attention and participate in what has been come to known as Sensory Branding.
When using print, audio, and even televised mediums it can become quite difficult to implement various sensory techniques i.e. touch, smell, taste. Therefore, through a variety of createive measures, have advertisers been able to succeed in sensory branding. One of the oldest forms of sensory branding, is perfume companies and their advertisements within magazines. Luxurious images are often accompanied by a sample of the fragrance. This enables the consumer to develop both a visual and aural perception of a particular product.
Apple is one company that has effectively implemented sensory branding within their advertisements. In their Nano chromatic IPod commercial, the company uses color to stimulate consumer interest. The vibrant, colorful IPods are juxtaposed against a plain white background. Color has been shown to provoke emotions within people and develop various positive and negative associations. Humans have an innate reaction to various colors, so when applied correctly, color is an effective sensory branding technique.
http://www.youtube.com/watch?v=ftTaWwtbvgM
As such, it can be seen that in the ever expanding consumer culture of today, Sensory Branding can be an effective strategy when trying to position your product amongst the overzealous amount already in existence.
As such, it can be seen that in the ever expanding consumer culture of today, Sensory Branding can be an effective strategy when trying to position your product amongst the overzealous amount already in existence.
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