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Include All Five Senses in Your Branding

In Branding, developing a visually memorable statement that increases consumer brand awareness is important to building a powerful image. But this only stimulates one of our senses. Much emphasis is placed on satisfying the visual sense in branding, but this leaves a gap in making an impact in your audience. Smell, one of our most interesting sense is rarely utilized.

Smells invoke memories and appeal directly to feelings without first being filtered and analyzed by the brain, which is how the remaining four senses are processed. We all recognize and are emotionally stimulated by, say, the scent of freshly cut grass, brackish sea air, or the perfume of roses.{Martin Lindstrom}

If you are using scents as part of you total user experience, pay a little more attention to the scents used and the consistency of using a particular scent.
Click here to download a free PDF on Sensory Branding (with thanks to our friends at AllAboutBranding.com)

Topics - Branding
Published - March 18, 2010

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