5 Senses design marketing
SUN 20071741 Pre-sessional Course 2014
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Contents
i. Introduction ------------------------------------------------------------------------------3 ii. Brand Design Marketing theory ---------------------------------------------------3 1. What is Brand Design marketing? 2. Strategies in design marketing
iii. Shopping in the 21st century ------------------------------------------------------5 1. Consumers of today iv. 5 senses effect to marketing ------------------------------------------------------6 1. What is 5 senses marketing? v. Successful brand marketing ------------------------------------------------------11 1. A case study of Hollister
vi. Conclusion -----------------------------------------------------------------------------12 vii. Reference -------------------------------------------------------------------------------13
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i. Introduction Marketing can be seen as a way of developing a brand. (Lindstrรถm,2005) Certain brand associate with different components, for example some may impact your feelings, dreams, thinking and inferiority. One may state that the above scenarios are possible when the five senses are in motion. Hence, for successful marketing it is important to fully incorporate and consider the five senses. The current trend proves that products being more artistic to empower marketing to contemporary people. Design is essential element to marketing and cannot be excluded when implemented.
Ii. Brand Design Marketing theory
1. What is the design marketing?
Although design deserves its prominence, it has not been considered important in marketing for a very long time. According to Gobe(2001) a possible explanation for design being undervalued is that most consumers are not aware that sensory experiences affect their buying behavior. Therefore, marketers could have been overlooked this factor despite market researches.
However impacts, which design and its sensory factors have on consumers are so enormous that marketers could not look on at its effects on consumer behavior. It is argued that discussing and appreciating art can lead to positive attitudes towards life, increased creativity and lowered blood pressure therefore art and good health has a positive correlation (Globe and Mail,
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2005). There are two basics in design marketing. First and foremost, as mentioned above, design marketing is applied to the practical use of an product as a tool that caters for various consumers needs. For example, art and design not only help the elderly to move more comfortably, but introduce sophisticated designs to meet women’s esthetic needs. Secondly, design marketing has more than a practical value and it also be a way to express and enhance brand identity.
2. Strategies in design marketing
There are two things that you should acknowledge when design marketing before considering your strategies. Firstly, you have to understand the design. Then identify the maintain source of company, and then use varieties of marketing ideas and concepts to plan, develop and implement of advertisements to an effective outcome.
These days, people are surrounded by words. That’s because people buy the words rather than buying the goods (Lowrey,2008). So the marketing brand design associated with the narrative is in the spotlight more than simple marketing. Storytelling is an effective way to stimulate consumers’ sensibilities. If so, what are the factors to design marketing strategies? Evaluating the reason why consumer behavior is important in the 21st century. According to Lowrey (2008, p56) “Consumer behavior is encountered on companies relatively surpassing compared to other marketing”. Therefore, all the companies are based on consumer behavior. This is the current
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consumer behavior pattern, which could be figured out exactly what the company's marketing efforts will determine its validity. But if they cannot keep up with the current consumers trends, it is matter of time to get eliminated from the market by competitors. For this reason, it is extremely important in marketing to understand today’s consumer.
iii. Shopping in the 21st century
1. Consumers of today
According to Fulberg (2003) Over recent years consumers have grown cautious about the messages they receive by companies through traditional media. They now want to know as much information about the product as possible before they make a purchase. The information they desire includes the physicality of a product. The best way for customers to acquire such information is to use their human senses and make their own interpretations.
Few decades ago, the driving force of consumption was the desire of individuals to improve their social status through possession of material goods, which proved their middle class status. However consumerism proved that mere possession of physical goods did not improve the welfare but psychologically satiated customers’ minds. “Paradox of happiness”
(Stavros.2005) resulted by excessive consumption, explains that happiness and income are not correlated. Hyper consumerism has failed to satisfy consumers, leaving them unhappy and feel alienated from society. The
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paradox of modern consumerism ends up with those who own more than others have less than others. Consumers today experience feelings of emptiness and disconnectedness. In response to such phenomenon, they began to long for unique and authentic experiences.
iv. 5 senses effect to marketing
“ 70% of consumers believe that emotions account for 50% of their purchasing decision “ (Jack Morton Survey,2006)
The above statement shows how great impact it has on consumers when emotions are involved. Furthermore, it gives higher level of motive to consume the product when personal feelings are triggered.
1. What are the 5 senses marketing?
5 senses marketing are to make the experience about emotional marketing about activity brand through the physical senses. It makes the people feel an attraction to the on brand and a closer relationship between the consumer and the brand. In addition, unlike other brands, this is unique and distinctive ways to induce a consumer purchasing behavior. A study (Molenaar.2013) showed that consumers’ followed by the information processing of the action ‘ sense of memory – short term memory – impression – stimulation ‘ in this process. However, this is not to accept all the stimulator. People react to certain stimuli and act accordingly.
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So companies care about satisfying consumers’ five senses for companies having the expectations to make their brand standout and last longer in the market inline with other brands. To prevent competitors brands copying, patents and copyrights are established.
Also, the theoretical part is to proof the five senses marketing. According to Widrich(2013) the result from a survey of the Institute for Color research in United States, when consumers’ choosing the goods they are decided in the first 90 seconds. Following that 60 ~90% of liking or disliking the product will be decided by the color. This can conclude that five senses has strong impact on the decisions the consumers make when purchasing the products. This type of trends can be seen frequently, however, the marketing through the sense has to be come more personalized with the consumers in order to enhance the effectives of the marketing. To sum up, the five senses marketing has strong influence on marketing, could increase the brand loyalty. It can also provide unique identity to the brand. Furthermore, the essay will consider the 5 senses in more detail.
1. Touch
According to form of product or physical contact. It can be stated that the shape and feeling of a product determines the experience according to their physical size. This marketing forwards the idea and importance of individual personality. (LindstrĂśm, 2005)
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2. Taste
The sense of taste is most easily conveyed in the food and beverage industry.
3. Smell
This sense can allow one to express emotions that are not easily classified by other senses, hence it is a very strong tool in engaging audience. It can be referred as “Scent Marketing”. The scent marketing can generate brand identity and specific marketing messages to consumers by linking a fragrance that reflects the brand components. It helps create establish a longer-lasting emotional connections with consumers. “Fragrances can have beneficial effect on irritation, stress, depression, apathy, and can further enhance the positive factors like happiness, sensuality, relaxation, and stimulation” Stephen Warrenburg (2013) A contemporary example would be a Hollister clothing store where they use lighting and smell to create an exclusive brand image.
4. Sight
Sight is the most powerful tool. Children accessories, storybooks and children’s associated items tend to include large amount of prime and
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bright colours. The reasons being is that pre-mature children react more to the bright colours. The decisions that influence the senses are important on customers’ decisions to buy or not to buy choosing the right strategy for a certain brand. Biznik, (2011).
Fig. 1. (Color emotion guide, 2014)
Each brand is seeking to trigger a very specific emotion. Colour can play a major role in making someone feel compelled to but something (Figure 1). An analytics company KISS metrics created infographic based on the science of how colours affects our purchases (Figure 2).
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Fig. 2. (Color emotion guide, 2014)
5. Sound
Lamb, R. (2011) provided information about the sense of sound. This is more easily conveyed. Marketers have lost the ability use of this sense when working on the platform of digital marketing, however additional sounds can help add value and persuade consumers to make the final purchase. Brands that consider their use of sound importantly online and in smart device applications can tempt clients to purchase the goods by engaging the audience in diverse senses as it gives them a closer experience to the product. In view of that sense like smell and touch impossible to be used in digital media at current technology level, hence sound can give a strong impact. For example, auto marketers use sound effectively. It helps gives the experience to the consumer even when there is a honk sound when the video zooms in to the car. Furthermore, Aston
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Martin and Ferrari give the consumers the option to listen to many features of the cars models on the web site, such engine start, engine sound and car driving past.
v. Successful brand marketing
1. Case study of Hollister
Hollister is brand created in theme of surf apparel by the parent company Abercrombie and Fitch co. They use the number 1922, which is the date the brand was established to majority of their clothing. For instance it is printed on many of the label as well as graphic design on T-shirts. Hollister’s shopping knowledge is extremely “dramatic�. All their flagship stores and layout in the same way with the same lighting and fragrances. Hence, The conceptual story and character adds a legacy to the brand therefor further increasing the image it projects to its consumers. Hollister prides its self on a vintage, beach look. They portray this by making their stores look like vintage surf shops. They like to show as much skin as possible again enhancing beachwear style. Hollister tries to create a perfect, flawless finish to all their models and staffs. It uses its clothes to add a rugged style enhancing the ideal style. (Brainia.com, 2013) When consumers go in to the store, Their senses are stimulated by Holister unique fragrance. More specific, Most people are affected by sounds from store. When assistant who have perfect body helps you to choose clothes they
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feel a strong desire to purchase through the sight. Also when you touch the clothes which is displayed in the store You will bring the clothes to fitting room without slightest hesitation.
Conclusion
Consumers would like to receive a powerful stimulus and they want satisfaction. Whatever the product or service, most people will always want to experience touch, smell, sound, and taste, as well as visual appeal, before they buy. Shopping is fun and customers should be motivated to go shopping. (LindstrÜm, 2005) The opportunity of brand building by leveraging the five senses is wide open. To conclude, the essay has referred to the five senses and it’s role in the context of marketing. The further research and data gathered for marketers regarding the five senses it will allow to help new paths to engage the audiences to higher satisfaction when implement corrected. Finally, other aspects to consider are when designing a product or artwork one may need to take into account how to expose the sense within the design.
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REFERENCE LIST
Lindstrรถm, M. (2005). Brand sense. 1st ed. New York: Free Press.
Molenaar, C. (2013). The End of Shops. 1st ed. Farnham: Ashgate Publishing Ltd.
Lowrey, T. (2008). Brick & mortar shopping in the 21st century. 1st ed. New York, NY: Lawrence Erlbaum Associates.
Lamb, R. (2011). How luxury marketers can entice purchase by using sound in digital marketing - Luxury Daily - Multichannel. [online] Luxurydaily.com. Available at: http://www.luxurydaily.com/how-luxury-marketers-can-enticepurchase-by-using-sound-in-digital-marketing [Accessed 16 Aug. 2014].
Biznik, (2011). Sight, Sound and Smell - Marketing & Sales. [online] Available at: http://biznik.com/articles/sight-sound-and-smell [Accessed 16 Aug. 2014].
Widrich, L. (2013). Why Is Facebook Blue? The Science Behind Colors In Marketing. [online] Fast Company. Available at: http://www.fastcompany.com/3009317/why-is-facebook-blue-the-sciencebehind-colors-in- [Accessed 16 Aug. 2014].
OPEN Forum, (2012). Why Great Brands Appeal to All 5 Senses. [online] Available at: https://www.americanexpress.com/us/smallbusiness/openforum/articles/why-great-brands-appeal-to-all-5-senses/ 13
[Accessed 16 Aug. 2014].
Brainia.com, (2013). Hollister Case Study - College Essay - Cheney. [online] Available at: http://www.brainia.com/essays/Hollister-CaseStudy/291007.html [Accessed 23 Aug. 2014].
Color emotion guide. (2014). [image].
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