Visual Branding in the Age of Amazon - Flipbook - Page 75
Appealing to Your Consumer’s
Sensorial Cravings
Successful brands understand who their
consumers want to be and help them
achieve that. Many brands represent much
more to their consumers than the functional
properties listed on the package.
Consumers want to touch the products that may
become a part of their lives. There is a an intimacy
that is created in a physical or perceived connect
with a product – whether that product is a fragrance
or a computer. Touching it and being able to visually
explore it sensorially gives a tactile and an emotional
reassurance that it is what they want. Often this is
in the form of a color, a texture – or perceived
texture, a shape – how it might fit into your hand,
and whether you want to look at it every time you
use it. Consumers often underestimate how they
use the senses to make purchase decisions.
CREATING VIRTUAL
SENSATIONS
