To Lure Customers, Appeal
To All 5 Of Their Senses
Stuart Leslie
We know that consumer purchase decisions are often made
quickly and subconsciously, but there are opportunities where
it’s possible to influence a consumer’s perception of a brand.
People often make buying decisions by using all five of their
senses and once product designers discover what each of
these sensory influencers are, they can develop packaging
that strategically speaks to consumers at each stage of the
decision-making process. It’s ultimately about designing a
complete experience--one that supports the brand every step
of the way.
IT’S ABOUT DESIGNING A
COMPLETE EXPERIENCE--ONE
THAT SUPPORTS THE BRAND
EVERY STEP OF THE WAY.
At my company, we developed the 4sight Sensory Lab,
pictured above, to uncover these answers. Here, for example,
cold beverage drinkers known to prefer their drinks not
simply cold, but chilled to the perfect temperature, are taken
through a progression of exercises that mimics the various
points of contact that consumers have with a product.
We identify which bottle shape, size, color, material, and
texture promises that sense of cold refreshment at first glance.
As the test subjects move closer, details such as condensation
and frost become evident and when they are handed several
bottles, each chilled to the exact same temperature--but
made of different materials, textures, shapes and finishes-they provide feedback on which one feels like just the right
cold.
In the Sensory Lab, our process helps us ensure that at each
stage of interaction with a brand, consumers receive the
right information, enabling them to see, feel, hear, smell,
and taste the value of the product. Here, we’ve identified the
six stages that lead to a first purchase or a repeat purchase:
THE FIRST GLANCE
This is the first impression at a distance, seeing the product in
someone else’s hand, on the shelf, or across the room. It’s the
first visual promise of what a product will do for your senses.
For Pom 100% Pomegranate Juice, the distinctive profile of
the bottle featuring those fully rounded spheres, allows the
distinct dark red color of the juice to catch the attention of a
shopper. It promises a bold, robust taste. A new entry into the
tequila segment, SX Tequila chose a distinctive, curvaceous
bottle with smooth lines and frosted texture to communicate
the sense of a smooth-tasting, chilled beverage.