What Is Sensory Marketing? (+Examples from Brands)
Sensory marketing is the art and science of using sensory stimuli — a.k.a our five senses.
At school, we learned that human stimuli consist of sight, sound, touch, taste, and smell.
These senses are impactful to our brain, which can be leveraged for marketing purposes.
Marketing created to engage with our senses can create meaningful and memorable interactions.
For example, we remember certain smells from coffee shops or luxurious brands.
In this article, we’ll dive deeper into the details of sensory marketing.
Also, scroll through some well-known brands that have successfully incorporated sensory marketing to reach their audiences.
What Is Sensory Marketing?
Sensory marketing is an approach that aims to engage consumers more instinctively by appealing directly to the human senses.
This approach leverages the human senses to evoke emotions, shape perceptions, and influence behavior.
Brands using sensory strategy know well that humans process experiences holistically.
The way a product looks, sounds, smells, feels, or tastes can all contribute to how it’s perceived by customers.
Moreover, sensory marketing can enhance the overall customer experience and strengthen the brand’s identity and recall value.
How can each sense play a crucial role in shaping the human perception of a product?
To answer this, we should investigate each of the human senses more deeply and how they impact our brain, behavior, and perceptions.
#1. Sight 👀
Sight is one of the most powerful senses for creating a first impression.
Colors, shapes, and visual designs significantly influence perception and decision-making.
Moreover, certain colors evoke particular emotions or associations (e.g., red for energy or blue for trust).
Beyond colors, consistency in visual presentation builds recognition and strengthens brand loyalty.
Movement, symmetry, and contrast also capture attention and encourage deeper engagement.
#2. Sound 👂
Sometimes, we can notice a particular jingle from an app without looking at our phone.
That proves how sound can be easily memorable to our brains.
Not only memorable, sound also shapes the atmosphere and can trigger emotional responses in ways that words alone cannot.
The tempo, pitch, and tone of auditory elements (music, a spoken voice, or ambient noise) can evoke calmness, excitement, or urgency.
Meanwhile, rhyme and repetition help make sounds memorable, and certain sound patterns can reinforce brand identity.
Sound can also influence behavior.
For example, slower tempos encourage longer dwell times, and faster rhythms may stimulate quick actions.
#3. Touch 👉
Touch influences perceptions of quality and trustworthiness.
When we physically interact with a product, we form judgments about its texture, weight, and material.
These tactile elements contribute to perceived value — for instance, something that feels sturdy or smooth might suggest premium quality.
The tactile experience extends to environments, such as the comfort of seating in a store or the feel of packaging, which shapes overall customer satisfaction.
Touch is particularly effective in reinforcing a brand’s sensory experience because it involves direct engagement.
#4. Taste 😛
Taste is a deeply personal sense that connects to memory and emotion.
The experience of taste goes beyond flavor to include texture, aroma, and the visual presentation of food or beverages.
When taste is used in sensory marketing, it can evoke pleasure, nostalgia, or curiosity.
As a result, it strengthens the emotional bond with the brand.
Additionally, taste creates multisensory synergies when paired with other elements like smell and sight.
#5. Smell 👃
Smell is linked to memory and emotion due to its direct connection to the brain’s limbic system.
Here’s a simple example: We often feel nostalgic when we smell new books, as this smell is highly associated with childhood.
In fact, according to a study, 35% of our memories are tied to what we smell.
Scents can evoke powerful associations, influencing mood and triggering specific memories.
The strategic use of scent in marketing can subtly create an emotional environment that aligns with a brand’s identity.
It can also be long-lasting in memory and often influence perception, even on a subconscious level.
Also read: 45+ Explainer Video Examples in 12 Different Industries
Brands That Use Sensory Marketing
So, what are those brands that successfully incorporate sensory marketing? We have the list ready to explore.
Apple
Apple’s marketing focuses on simplicity and elegance, which make their products and stores highly recognizable.
The tactile experience plays a crucial role. Customers can interact with devices, feel the smoothness of the aluminum finish, and test the responsive touchscreens.
The minimalist visual design ultimately creates a sense of premium quality and sophistication.
Senses used: Sight and touch.
Starbucks
Starbucks masterfully uses aroma to enhance its brand experience.
The smell of newly brewed coffee is a signature sensory trigger that evokes comfort and familiarity.
This aroma is carefully maintained in their stores, which encourages customers to linger.
Their interior design and music selection also provide a cohesive sensory experience that aligns with their branding.
Senses used: Smell, sound, and sight.
Rhode Island (Food Focus)
Rhode Island incorporates its rich culinary heritage into its marketing.
If you look at their social media or ads, you will see that their content often includes food or beverages to accompany their products.
The visual presentation of food in their marketing materials and the idea of appealing food make their campaigns even more attractive.
Sense used: Taste and sight.
Bath & Body Works
Bath & Body Works is synonymous with fragrance.
Their stores are filled with a mix of carefully curated scents, from floral to fruity to festive, which help evoke specific emotions and memories.
The bright, inviting packaging and textures (like creamy lotions and foaming soaps) also add to the tactile and visual experience, which makes their brand memorable.
Sense Used: Smell, sight, and touch.
Visa
Visa’s sensory marketing centers on sound, with its recognizable “Visa sound” that plays at the point of payment.
This short, pleasant auditory cue reinforces feelings of trust, reliability, and satisfaction with every transaction.
The sound is designed to be both distinctive and universally appealing to make sure it stays in customers’ minds.
Sense used: Sound.
Sensory marketing creates experiences that stick with people on a deeper level by using sight, sound, touch, taste, or smell.
As you build your marketing strategies, consider how you can engage your audience’s senses to create a unique and memorable brand experience.
To stay ahead in your industry, you can also consider mixing sensory marketing with technology like virtual reality, personalized scents, or even touch-based experiences on digital devices.
Read more articles from Breadnbeyond to get more insights.
