Lecture 6 - Sensory branding Flashcards
Define sensory branding
HULTEN, 2011
“An approach that appeals to all the senses for the purposes of generating customer value, experiences and a distinct brand identity”
What is the goal of sensory branding
Achieve synergy across the 5 senses
How can COLOUR (sight) be used to influence consumer experience?
LINDSTROM, 2005
“Different colours speak to different people”
- 62-90% of first impressions are based on colour
Impulse shoppers - orange, black, navy
Budget savvy - pale blue, green, yellow
Traditional shoppers - pink, purple, blue
How can DESIGN AND AESTHETICS (sight) be used to influence consumer perceptions?
Brands compete on visuals - draw on high class aesthetics and bring them to the market:
BLIJEVENSET, 2011
Chrome - reliability and sleek eg Apple
Glass - modernity and modernisation eg Business schools
SMITHSONIAN, 2015
Bauhaus art movement founded on simplicity and pragmatics inspired Apple aesthetics
How can DESIGN AND AESTHETICS (sight) be used to influence consumer perceptions? (Retail spaces)
Where the store is located within a town or city is just as important as the design inside
eg: Paxton and Whitfield
How can SMELL AND ODOUR trigger consumers?
CHU AND DOWNES, 2000; TOFFOLO ET AL. 2012
“Odours evoke emotions and memories”
Brands work to remind us that smell is a powerful trigger connecting us to:
- People
- Place
- Memories
- Time
- Identity
How can SMELL AND ODOUR share consumer decision making and behaviour in retail spaces?
BLOOMINGDALES
Pump baby powder around store to ‘speak to a mother’s memory’
eg: Grapefruit as energizing relaxation
eg: Lavendar scent as soothing relaxation
How can SMELL AND ODOUR be used to bolster brand identity and image?
SINGAPORE AIRLINES The Singapore Girl - Hired based on their looks - Hired only if under 26 - One size uniform - Unpresidented levels of care and intimacy to passengers
The Singapore Scent
- Stefan Florida Waters (rose, lavender, citrus) was the designed and patented smell of the airline
- Attendants and towels were made to smell like this
What SMELLS AND ODOURS are associated to certain activities?
ADVENTURE - salty air, sawdust, mud, fuel, mint, spice
TRADITION - leather, wood, tea, wool, cedar, rose
NURTURING - vanilla, baby powder, apples, cotton, lavender
SOPHISTICATED - wine, perfume, cigar smoke, oak, scotch, musk
How does TOUCH be manipulated to share consumer evaluations of products?
- Material and surface
- Weight
- Form and structure
How do materials communicate to consumers about products?
Natural - warm, soft, storied, full of history
eg: wood and leather
Unnatural materials - hard, functional, cold
eg: glass and metal
Name an example where companies have considered the touch of their products to appeal better to customers.
Airlines reconsidering home printed tickets to position themselves as safe and secure HULTEN 2011
How is the weight of products associated with the quality of products?
BLOCH, 1995
Lightness - inferiority, low in quality
Heaviness - quality and reliability
Items on the left appear heavier, as if on a timeline.
Items on the right appear lighter, as more futuristic.
How does form and steadiness impact consumer experience with products?
Illustrated through example of Ford Mustang:
New model perceived as less powerful as lighter and less vibrations felt by consumers.
- Vibrations
- Low to the ground, feel the road
- Sensitive acceleration
How can SOUND communicate to consumers about brands?
Shows what the brand stand for and how they feel
eg: BBC voice in the 1960s shows loyalty and trustworthiness
