1. Power of 5 senses

2. Power of 5 senses
 Our 5 senses are :
Sight
Smell
Sound
Taste
Touch

3. Power of 5 senses
 Our senses are more attuned to danger
detection than expectations of sensory
delight.
 However advertising world has been making
use of 2 senses (sight & sound) for many
years and ensuring optimal visual
satisfaction. (recently perfume companies
started using another sense that is smell in
magazine ads).

4. Power of 5 senses
 These 5 senses tracks contain more data than one
can imagine because they have direct bearing on our
emotions and all that they entail.
 Refer to – When the famous Russian Physiologist
Ivan Pavlov introduced his famous experiment in
1899, he showed how a dog learns to anticipate food
by the sound of a bell. This reflexive behavior
extends to humans.

5. Power of 5 senses
 In the supermarkets of Northern Europe
freshly baked bread is prominently displayed
near the entry to the store. Although there’s
no immediate evidence of a bakery , if you
look carefully at the ceiling, you will spot
vents that are specially designed to disperse
baking aromas. It has proved a profitable
exercise in increasing sales- not only a
baked goods, but across many product lines.

6. Power of 5 senses
 When somebody just uses the word cinema
we find ourself associated with the unique
aroma of popcorn, the texture and sound of
crunching cornflakes.
 Case study of Singapore Airlines has been
attached with the presentation in word file.

7. Power of 5 senses
 Ifby using 2 senses in advertisments we can
make
Sight + sound
2 + 2 = 5 (perceived value)
Then what will happen when
Sound + vision + touch +smell +taste
2 + 2 + 2 + 2 + 2 = 20
(more perceived value)

8. Power of 5 senses
 Singapore Airlines are among one of the best airlines
because of optimum use of 5 senses, inspite of the
fact that their leg room is no better than many of the
other airlines and their food is average, still people
are ready to travel by that airline who charges more.
 It means multisensory brands can carry higher prices
than similar brands with fewer sensory features.

9. Power of 5 senses continues…….
It is just the beginning

10. Sight

11. Sight
 Sight is the most seductive sense of all. It often over rules the
other senses, and has the power to persuade us against all
logic.
Case study : When Dr. H.A. Roth performed in 1988 a test on food
and color. He colored a lemon- and –lime flavoured drink in
various degrees of intensity. He then asked his students to
taste different drinks, they said the stronger the color, the
sweeter the drink. But in fact it was quite the opposite : the
stronger the color, the more sour it actually was.

12. Sight
 Vision is all about light- within the range of
visible light, different wavelengths appear to
us as different colors- therefore most colors
that we see are composed of a range of
wavelengths.

13. Sight
 The efficiency and completeness of our eyes
and brain is unparalleled in comparison with
any piece of apparatus or instrument ever
invented.
 Vision is the most powerful of 5 senses.
Probably it is the most explored sense.

14. Sight
 According to the Brand Sense- only a small 19%
of consumers worldwide believe the look of an
item of clothing is more important than how it
feels.
 Whereas a good half of them place the
emphasis on feel rather than appearance.
 The fashion industry is not alone in
experimenting this swing in performance from
look to feel.
 There is no escaping the fact that distinctive
design generates distinctive brands and
successful brands are by their very nature
visually smashable.

15. Sight
 Case study – Visual Brand
 Coca-cola took their color (Red) very
seriously, Santa Claus traditionally wore
green until coca-cola began to promote him
heavily in the 1950s. Now in every shopping
mall across the western world, Santa wears
the color of coke.

16. Sight
 Shape is equally important example –
Triangular shape of Tobler chocolate bar
where shape stood out more prominently
then its taste.

17. Sight
 It has been noticed recently in Brand sense
study that there is so much visual clutter that
people are becoming skilled at moving
through it wearing “blinkers”.
 It is result of over exposure attention to visual
messages has decreased.

18. Smell

19. Smell
 Close your eyes & ears, refrain from touch
and reject taste, but smell is part of the air we
breathe.
 It is the one sense you can’t turn off.
 Around 20,000 times a day we breathe.
 It is also the sense we most take for granted.

20. Smell
 Smell is almost impossible to describe.
 We are exposed to thousands of different
smells, yet we have an extremely limited
vocabulary to address it.
 To describe smell we usually borrow from
food & taste.

21. Smell
 Some of our powerful olfactory impressions
were formed in childhood.
 Tween’s sense of smell is 200% stronger
than that of adults beyond middle age.

22. Smell
 Case Study – Smell has played its part in war. Jack
Holly of U.S Marine who led patrols in Vietnam, say,
“I am alive because of my nose. You couldn’t see a
camo bunker if it was right in front of you. But you
can’t camouflage smell. I could smell the North
Vietnamese before hearing or seeing them. Their
smell was not like ours, not Filipino, not south
Vietnamese, either. If I smelled that again. I would
know it.”

23. Smell
 Fewbrands have established a distinct
aroma like – Singapore Airlines.
 Theway brands SIGHT and SOUND need to
be clear and distinct. So does its SMELL

24. Smell
 Scents evoke images, sensations, memories,
and associates.
 Smell is also processed by the oldest part of
our brain.
 Test result have showed a 40% improvement
in our mood when exposed to a pleasant
fragrance - particularly if the fragrance takes
us into a happy memory.

25. Smell
 Symrise, one of the world’s leading flavor &
fragrance companies, working with the
experts from international universities has
developed what they believe is the way to
achieve sensory synergy called
ORGANOLEPTIC DESIGN, this technique
incorporates flavor and aroma as a
fundamental part of the design process.

26. Smell
 Smell& taste are known as the chemical
sense since both are able to sample the
environment. They have closely interlinked
many studies indicate that we often eat with
our nose- if food passes the smell test it will
most likely pass the taste test.

27. Smell
 Example – CRAYOLA is one of the many
companies that has begun seeking to
trademark its most distinct smells, starting
with their crayons, their primary product,
which have no doubt left their odor imprint on
the memories of millions of children who
draw with them

28. Sound

29. Sound
 Children have more acute hearing than
adults. They can recognize a wider variety of
noises and memorize these more easily. As
we grow older we lose our sensitivity, unless
of course we constantly exercise our listening
faculties.
 AS SMELL IS CONNECTED TO MEMORY- SOUND
IS CONNECTED TO MOOD.

30. Sound
 It creates feelings and emotions. A love
movie is not nearly as emotional if you watch
with the sound off. Sound can inspire joy and
sadness in equal measures.
 It appears that loss of hearing is worse than
the loss of sight.

31. Sound
 Case study 1- Intel stands out as the
company with the clearest, most distinct,
consistent, and memorable use of sound.
 Case Study 2- it has been attached in word.

32. Sound
 The notion that sound can actually influence
a purchasing decision has been pretty much
ignored.
 Sound is becoming more sophisticated, and
you will first need to evaluate what role
sound will play in your product or service.
 Actually no sound should be ignored.

33. Sound
A specific sound will add another point of
differentiation to their brand.
Ex : Sound of Tarzan
MGM lion roar
Window opening & closing
Music (Ring tone ) composed by A.R
Rahman for Airtel.

34. Touch

35. Touch
 Touch alerts us to our general well- being.
 Touch is the tool of connection for those who
have the misfortune to be both blind & deaf.
 When all else fails, the skin can come to the
rescue actually skin is the largest organ of
the body.

36. Touch
 We are instantly alert to cold, heat, pain, or
pressure.
 It is estimated that there are 50 receptors per
100 sq millimeters each containing 6,40,000
micro receptors dedicated to the senses.
 As we get older, these numbers decreases
and we lose sensitivity in our hands.

37. Touch
 However, our need for touch does not
diminish, and exists beyond detecting
danger.
 We need the stimulus of touch to grow and
thrive.
 Example – Real life case history of Hellen
Keller ( On her real life Hindi film “BLACK”
has been made.

38. Touch
 Example – To counteract the Florida heat.
Disney World sprinkled chilled water on
people hovering outside its shops, luring
them into the air conditioned world of
merchandising.
 Example – Great India Place Mall, Noida has
put a cool air curtain at the entrance.

39. Taste
 Taste is detected by special structures called taste
buds.
 It is generally believed that girls are more sensitive to
taste than boys as girls have more taste buds than
boys.
 As we get older, our sense of taste changes and
becomes less sensitive, making it more likely that we
will enjoy foods that we consider “too strong” as a
child.

40. Taste
 Taste & smell are closely related.
 Taste goes hand in hand with smell.
 Taste is the weakest of all 5 senses
(especially from project’s point of you).