To Create Memorable Brand Experiences, Engage the Senses
IN: Creativity| Experience Design| Retail Brands| Retail Store Design
ARTICLE POSTED BY: Scott Jeffrey
So it’s that time of year again. Over the next three months, you can find me at my kid’s high school athletic field, watching his soccer team practice four nights a week. I rather enjoy those days. They’re a combination of fresh air and pride watching my kid trying to be the next great Springboro High goalkeeper.
As I sit here this evening, there is a slight wind that keeps the flag flying, pulling its cable against the flagpole, creating that hollow metal pinging sound. At the far end of the bleachers, a runner is doing some stair work. Her shoes make a sharp pop, I can feel the vibrations down my row as she hustles up and back down again. The evening sun is warm and the smell of freshly cut grass fills the stadium. Based on these sensations, you could blindfold me and I’d still know where I was.
A few retail brands stand out when I think of sensorial experiences. How many times have you smelled a Cinnabon before you saw it? You can smell and usually hear an Abercrombie before you come across one in the local mall. A similar volume of music (not to mention the genre) somehow seems very out of place in an Orvis store. Bath and Body Shop does a nice job of seasonal scents to grab your attention.
As retail designers, we rely a lot on the visual sense to communicate to consumers. But let’s not forget that those brands that engage all of the senses create the most memorable experiences.
Tags: Creativity, Design, new concepts, Retail Designers, Retail store design | 1 Comment »-->
Good post. In retail the senses often get overlooked. It is also important not to go over the top, it must be simple and yet powerful.