Short answer
Focus on creating a rich, multi-sensory brand experience that is consistently delivered across various touchpoints, rather than solely on maximizing the intensity of individual sensory elements.
- Field
- Innovation & Design
- Source
- Our Economy Journal of Contemporary Issues in Economics and Business (2023)
- Method
- Quantitative research using factor and regression analysis.
- Sample
- 189 participants
- Evidence
- Moderate effect
Integrating multiple senses into the consumer-brand interaction, and doing so frequently, leads to a more positive perception of the brand. This innovation & design research insight is drawn from a 2023 study published in Our Economy Journal of Contemporary Issues in Economics and Business. Using Quantitative research using factor and regression analysis. with 189 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Focus on creating a rich, multi-sensory brand experience that is consistently delivered across various touchpoints, rather than solely on maximizing the intensity of individual sensory elements.
Multi-sensory engagement enhances brand perception, but intensity is less critical than frequency.
Integrating multiple senses into the consumer-brand interaction, and doing so frequently, leads to a more positive perception of the brand.
Our Economy Journal of Contemporary Issues in Economics and Business · 2023
Key Findings
- 01Involvement of multiple senses positively affects brand perception.
- 02Higher frequency of multi-sensory involvement leads to a more positive effect on brand perception.
- 03Higher intensity of sensory involvement does not significantly affect brand perception.
Application
Design takeaway
Focus on creating a rich, multi-sensory brand experience that is consistently delivered across various touchpoints, rather than solely on maximizing the intensity of individual sensory elements.
How to apply
When designing a new product or service, map out all potential sensory touchpoints and consider how to integrate multiple senses consistently throughout the user journey.
Project actions
- 01When designing, think about how users will see, hear, touch, smell, and even taste your product or service.
- 02Consider how to make these sensory experiences happen regularly, not just once.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates a nuanced aspect of sensory marketing (number, intensity, frequency).
- +Employs statistical analysis for hypothesis testing.
Limitations
The study did not control for individual sensory sensitivities or preferences, which could influence perception.
Reliability & validity
The use of factor and regression analysis suggests a robust statistical approach, but reliability and validity would depend on the quality of the survey instrument and the representativeness of the sample.
Think critically
To what extent can the findings regarding sensory intensity be generalized across different product categories and industries?
Design Principles
"The principle of 'frequent multi-sensory immersion' suggests that consistent, varied sensory engagement is more effective for building positive brand perception than isolated, high-intensity sensory stimuli."
This insight is crucial for designers and marketers aiming to build stronger brand connections. By strategically incorporating various sensory elements into product design, retail environments, or digital experiences, brands can foster deeper engagement and improve overall perception.
What This Means for Your Design
Using more of your senses to interact with a brand, and doing it more often, makes you feel better about that brand. How strong each sense feels isn't as important as how often you use them together.
How to use in your project
- 1.Reference this study when discussing how your design choices impact user perception and brand engagement, particularly if your design incorporates multiple sensory elements.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that a multi-sensory approach to brand engagement, characterized by the frequent involvement of multiple senses, significantly enhances positive brand perception. While the intensity of individual sensory experiences was found to be less impactful, the consistent application of varied sensory stimuli is a key factor in building stronger consumer-brand relationships, suggesting a strategic focus on breadth and frequency of sensory touchpoints in design.
Source
Our Economy Journal of Contemporary Issues in Economics and Business
Exploring the Influence of Sensory Marketing on Brand Perception
journal · 2023
View sourceQuestions About This Research
- What does the research say about multi-sensory engagement enhances brand perception, but intensity is less critical than frequency?
- Focus on creating a rich, multi-sensory brand experience that is consistently delivered across various touchpoints, rather than solely on maximizing the intensity of individual sensory elements. Evidence: Our Economy Journal of Contemporary Issues in Economics and Business (2023).
- Why does "Multi-sensory engagement enhances brand perception, but intensity is less critical than frequency." matter for design?
- This insight is crucial for designers and marketers aiming to build stronger brand connections. By strategically incorporating various sensory elements into product design, retail environments, or digital experiences, brands can foster deeper engagement and improve overall perception.
- How can designers apply this research?
- Focus on creating a rich, multi-sensory brand experience that is consistently delivered across various touchpoints, rather than solely on maximizing the intensity of individual sensory elements.
- What were the main findings?
- Involvement of multiple senses positively affects brand perception.. Higher frequency of multi-sensory involvement leads to a more positive effect on brand perception.. Higher intensity of sensory involvement does not significantly affect brand perception.
- What research method was used?
- Quantitative research using factor and regression analysis. with 189 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2023 journal from Our Economy Journal of Contemporary Issues in Economics and Business.
- What should I do differently in my next project?
- When designing a new product or service, map out all potential sensory touchpoints and consider how to integrate multiple senses consistently throughout the user journey.
- What are the limitations?
- The study's findings may be specific to the cultural context of the Republic of Croatia and the particular brands or products examined.