Sensory marketing: Colour, texture, crunch... - June 2016

Business Think
UNSW Australia School of Business

"How the colour of food alters perceptions of texture"

Professional writer: Chris Sheedy
1200 words

The manufactured and reassuringly solid clunk of a closing car door is an example of sensory marketing. It is a sound that makes us feel the entire car is safer and better built. Then there is the deep and lustrous scent of chocolate or coffee that pervades various cafes and chocolate stores, even when few of their products actually give off such an aroma. The smell of leather in luxury car showrooms, the scratchy sound when writing with a Sharpie pen, the obviously heavier and darker glass bottles of high-end red wine – they’re all examples of sensory marketing at work. 

Synaesthesia, or the production of an impression on one sense by the stimulation of another, has long been researched by neuroscientists, its results translated into a powerful marketing tool. Those with something to sell are becoming better at utilising it. READ FULL STORY