What is sensory communication?‍

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Sensory communication involves stimulating one or more of the five senses (sight, hearing, touch, taste, smell) in the relationship between a brand and its audience.The goal: to create a powerful sensory experience capable of generating emotion, strengthening engagement, and building a brand image that is coherent, tangible, and unique.

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Why is it so powerful?

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- We remember better when multiple senses are engaged
Neuromarketing research shows that engaging several senses activates more areas of the brain, boosting memory retention of the message.

- Sensory memory lasts longer than visual memory alone
A scent, a sound, or a texture can trigger powerful memories tied to strong emotions.

- Sensory experiences create emotional attachment
By forming deep emotional connections, brands that engage the senses foster stronger customer loyalty.

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Which senses can brands activate?

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- Sound
Sonic identity (as covered in our previous blog): jingles, voices, musical ambiance, app sounds... Examples: Netflix, SNCF, Apple.

- Smell
Some brands diffuse a signature scent in stores or packaging (e.g. Abercrombie, Sofitel Hotels). Smell instantly anchors a sensory memory.

- Touch
The texture of packaging, paper weight, and product finishes are all sensory cues that influence perceptions of quality.

- Taste
Essential for food brands, but also used in immersive campaigns. Some brands create experiential tasting events aligned with their universe.

- Sight
The most commonly used sense. Colors, shapes, typography, animation, motion... A strong visual identity is essential, but when combined with other senses, that’s where the magic happens.

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Examples of multisensory brands

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- Lush: strong in-store fragrance, playful textures, colorful visuals, and tactile product experiences.

- Apple: sleek design, minimalist soundscapes, meticulously crafted unboxing experience.

- Starbucks: ambient music, the smell of coffee, personalized service (handwritten names on cups).

- Mercedes-Benz: soft door sounds, integrated in-car fragrances, signature startup sound design.

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How to integrate sensory communication into your strategy?

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- Identify the most relevant senses for your industry
Not all sectors can use all five senses, but every business can engage at least two or three sensory touchpoints.

- Create multisensory coherence
Sound, visuals, and materials should tell the same story. The sensory universe must extend the brand’s DNA.

- Think UX (User Experience) and CX (Customer Experience)
A website can offer a seamless visual and audio experience. A physical store can stimulate the senses from the moment someone walks in. It’s all about designing an emotional journey.

- Test and iterate
Sensory stimuli should be subtle, well-calibrated, and tested with user panels. Too much stimulation kills the effect.

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Conclusion

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Sensory communication is a new frontier for brands seeking to stand out in a hyper-competitive landscape. It lets brands move beyond traditional messaging to offer a living, embodied, emotional experience.

By touching the senses, we also touch memories, emotions, and the subconscious. That’s where the magic happens and where a brand leaves an unforgettable mark.

🌟 Want to bring your brand to life beyond words and visuals? At Esekai, we help you create a sensory universe that is coherent, creative, and engaging—fully aligned with your DNA and your audience.