The Five Senses of Branding: Designing an Unforgettable Experience
When I was in college, I had a group project all about the five senses. We created a giant installation about the five senses. And, while looking back, I don’t remember it exactly engaging every sense, the heart was there, and we did what we could to make it as tactile and as immersive as possible. I do a remember a giant nose, so there’s that, ha-ha.
When I think of branding, we often focus on visuals—logos, colors, and typography. But the most powerful brands go beyond what we see; they create experiences that engage all five senses. Think about the comforting aroma of Starbucks coffee, the unmistakable sound of a MacBook booting up, or taste of a perfectly fresh Krispy Kreme donut. These sensory cues forge emotional connections, making brands feel familiar, trustworthy, and even irresistible.
So, how can designers and brand strategists tap into the full sensory experience to create deeper connections with their audience? Let’s explore how each sense plays a role in brand perception and how you can integrate them into your designs.
1. Sight: More Than Just a Logo
Sight is where branding begins, but it’s more than just choosing a great logo and color palette. It’s about consistency and emotion.
How to Design for Sight:
Use color psychology to evoke specific emotions (e.g., blue for trust, red for excitement).
Ensure typography aligns with your brand personality—luxurious brands often use serif fonts, while tech brands lean toward modern sans-serif.
Keep design elements cohesive across all touchpoints (website, social media, packaging).
Example: Tiffany & Co.’s iconic robin’s egg blue is instantly recognizable and associated with luxury, love, and exclusivity.
2. Sound: The Power of Sonic Branding
Have you ever heard a sound and instantly thought of a brand? One sound that I can hear even now as I write this is the sound of my Play Station booting up late at night if I couldn’t sleep.
How to Design for Sound:
Create a branded sound logo—think Netflix’s “ta-dum” or McDonald’s “I’m Lovin’ It” jingle.
Use music strategically in videos, commercials, and even in-store experiences.
Consider UI sounds in digital branding—subtle dings and swipes enhance the user experience.
Example: The crisp pop of a Coca-Cola can opening triggers an immediate thirst response, reinforcing the brand’s refreshing appeal.
3. Touch: Texture & Tactile Experiences
Physical interaction with a product or packaging can shape a brand’s perception. A cheap, flimsy material can make a product feel low-quality, while a textured, soft-touch box signals premium value.
How to Design for Touch:
Use high-quality, textured materials in packaging (soft matte, embossed logos, foil stamping).
Consider weight—heavier products often feel more luxurious and substantial.
Design interactive brand experiences where customers can physically engage with products.
Example: Apple’s sleek, cool-to-the-touch aluminum products feel premium, reinforcing their high-end branding.
4. Smell: A Hidden Emotional Trigger
Scent is one of the most powerful senses when it comes to memory and emotion. The right fragrance can create instant brand recognition and a comforting sense of familiarity.
How to Design for Smell:
Use signature scents in physical locations (hotels, stores, offices).
Infuse scent into packaging—some luxury brands add a light fragrance to their product boxes.
Consider how natural smells (coffee, leather, wood) can enhance an environment.
Example: Walking into an Abercrombie & Fitch store, you’re immediately met with their signature cologne, creating a strong brand association.
5. Taste: The Subtle Branding Tool
Taste isn’t just for food brands. Even non-food businesses can create an impression through branded experiences that include flavors.
How to Design for Taste:
Offer branded treats at in-person events (custom chocolates, drinks, or coffee blends).
Create signature flavors (Starbucks’ Pumpkin Spice Latte is a seasonal brand event).
Ensure consistency—if you’re a food brand, your packaging should reflect the taste experience.
Example: Luxury car brands sometimes offer champagne or espresso at dealerships, elevating the buying experience.
Bringing It All Together: Designing a Multi-Sensory Brand
The strongest brands don’t rely on just one sense—they engage multiple senses to create a full, immersive experience. But that doesn’t mean every brand needs to hit all five. Some businesses will naturally lean into one or two senses more than others, and that’s okay! The key is to be intentional about how you engage with your audience.
How to Apply This to Your Brand:
Audit your brand’s sensory impact—Which senses are you currently engaging? Where can you improve? Even small changes, like tweaking your color palette or adding subtle sound cues to your website, can make a big difference.
Prioritize what makes sense for your industry—A coffee brand should focus on taste and smell, while a digital brand might focus more on sight and sound. Find what aligns best with your audience’s experience.
Create consistency across all touchpoints—Your website, packaging, and in-person experiences should feel cohesive. Even an email signature or social media post can reinforce your brand’s sensory identity.
Think beyond digital—Even online brands can incorporate sensory branding through packaging (touch), product unboxings (sound), or even limited-edition scents (like a custom candle for a lifestyle brand).
Final Thought: People don’t just buy products; they buy experiences. Even if your brand doesn’t have a physical storefront or tangible product, you can still craft emotional connections through thoughtful sensory cues. Whether it’s the sleek visual identity of a digital brand, the nostalgic scent of a boutique, or the distinct click of a well-designed app, sensory branding makes your business more memorable and engaging.
How does your brand engage the senses? Let’s discuss in the comments!