Sensory design is the exploration of our responses to surrounding constructs. These can range from buildings to outdoor spaces, like gardens and fields. These constructs can even be fictitious, where environmental sciences are consulted to make up fantasy worlds. A lot of designers and architects use this new philosophy of design which celebrates sensory response to new kinds of product design trends.
Since digital tech has become so prevalent in the last couple of decades, a lot of humane notions within art and design have been neglected. Designers are being pushed to do more outside of the zone of screens and drive themselves to think from a broad perspective. How is this new tech making this possible?
How Sensory Design Works
The problem with the digital design trends of today is the lack of touch and motor skills. Consideration is not being given to these concepts during product manufacturing, best logo design or even architectural design. During the initial interactions of users with a new product, this innovation comes into play. The sensory modalities of a viewer are tested to gather information. Hearing, seeing, touching and tasting will all be part of the user’s product experiences through various tools. Designers can sample objects with sensory qualities, use building blocks for simulations and adopt a multi-sensory design approach.
The Multi-Sensory Design Approach
This approach has given designers the chance to come up with brand new ideas about functionalities. An example is how new makeup brands need their product design to not only look good and high quality but they must also feel that way. Sensory feedback can be provided through the multi-sensory design approach where the user’s experience with the product can be improved.
The user experience can be enhanced through the following ways:
Improved Coherence
Designers are aiming to improve coherence in user experiences. This is possible when our perceptions of the world are considered from the aspect of multiple senses. The interactions available help us make a better sense of the surroundings which will then dictate how we feel about a certain product or service.
More Stimuli
There are many nerve endings at the end of our fingertips, which are useful in distinguishing different kinds of textures. The lack of touch stimuli that exist in product testing is mostly found in the initial stages. This impacts the end result greatly since merely looking at something is not enough to understand its worth.
Covering All Grounds
The technology behind sensory design is a response to all five senses present in the human body. Companies and brands are applying this approach to the touchpoints that a user has during product testing. This allows them to experience the brand’s service in an entirely new way by keeping factors like the temperature of a product in mind.
Sensory Branding
Since the business environment has become highly competitive, brands have been using this methodology to get the attention of potential customers. Since humans are driven by emotions, brands market themselves as more than products and services. Their concepts become deeply rooted in human perception to make a good impact on new customers. This new technique, known as sensory branding, goes beyond logos and business names. It engages users by appealing to memory and behavior through the five senses.
Sight
The sight has been the most important tool in business development and marketing strategies. Customers like bold logos, bright colors and fun characters. Once your brand catches their eye, it becomes instantly recognizable. While this has been the focal point for promotional campaigns in the previous years, there are other stimuli that need to be considered as well.
Sound
Sounds are useful in advertising as purely visual devices cannot be sufficient in making an impact. Consumer purchases will be affected by jingles and tunes which add a new experience to experience. The customer will associate these sounds will your brand later on.
Taste
One of the best tools for gathering more brand recognition is to use taste. Products that stem from the food industry need to come with distinct tastes as part of their strategies, as well as a story behind the taste. An example is a secret recipe that KFC still has not disclosed to the public, which keeps the mystery alive. Brand development combined with taste is crucial in testing new designs.
Touch
Natural sensitivity and the environment around us act as a driving force. Textures feel different from our fingertips, and we can recognize certain items simply by holding them. Designers can use this to their advantage when making product designs by using soft textiles, or smooth surfaces to allow testers to form a deeper connection with the brand.
Smell
Humans can distinguish between thousands of odors because of their acute sense of smell. Brands have been using this to their advantage by allowing users to feel nostalgic or reminiscent when interacting with a certain product. This has proved to be quite a useful tool in advertising.
Conclusion
There has been significant progress made in sensory systems and frameworks. Designers are implementing these multi-sensory systems to exploit the five senses and reach a whole new level of user experience, which will help all kinds of brands to improve their businesses.