Beyond the gaze: sensory marketing and the psychology behind the scents and sounds of brands
- martinagvisionfact
- Sep 29
- 5 min read
Updated: Oct 29
Author: Sagida Allioua
The art of sensation: when marketing becomes an experience
It is not always the slogans we remember. Sometimes it is the smell that greets us in a store, a sound that makes us smile, or the feel of packaging between our fingers. Marketing has always fought a war for our visual attention, but the real battle for our memory is fought in a much larger field: the invisible field of the senses. While your eyes are distracted by logos and colors, your brain is already registering a symphony of sensations that, without you knowing it, is building a deep emotional connection with a brand.
The brain's hidden shortcuts
While sight requires our brains to process complex and rational information, the other senses offer a direct shortcut to our emotions. In particular, smell is closely linked to the limbic system, the part of the brain responsible for emotions and memory. This is why an unexpected scent can instantly revive a childhood memory, with all the details and sensations of that moment, without you having to make any conscious effort.
Brands don't just sell products; they build emotional bridges. And they use the senses to make them invisible. The goal is not to convince you with a logical argument, but to create an emotional connection that acts outside your awareness. You don't remember why you love a certain brand, but you do. And most likely, the reason is an emotion you perceived through sound, scent, or touch.
How scents build emotional anchors
If sight is the first sense we use, smell is the most powerful shortcut to memory. Unlike images and sounds, smells skip the rational part of the brain, and it is there that a brand can build its deepest identity, the one that is not forgotten.
Think of a brand that sells not just clothes, but a distinct identity. For years, Abercrombie & Fitch has used a strong, distinctive scent. Upon entering their stores, you were greeted not by a sign, but by an essence that screamed “youth, energy, and exclusive club.” Not everyone loved that smell, but those who recognized it immediately felt part of the tribe.
Another example is supermarkets, which often spread the aroma of freshly baked bread to stimulate appetite and make us feel in a welcoming place. Even hotel chains like the Westin have realized the power of scent: they have developed a unique fragrance for their lobbies designed to make guests feel relaxed and at home, a sensory experience that becomes part of the memory of their stay.
A brand's fragrance is not a detail, but an emotional anchor that quietly works to create a lasting bond with the customer, far beyond the logo.
The sound of recognition
If scent is the shortcut to memory, sound is the nonverbal language a brand uses to make itself recognized. We're not just talking about songs or jingles, but actual “sound signatures” that act like a “logo for the ears,” evoking a precise emotion in a split second.
This field is called Sonic branding and has several levels. The most immediate is the Sonic logo.
Think for a second about Netflix's “tudum” sound. It is not just a sound effect: in two seconds, it mentally transports you to the couch, in relaxation mode, ready for a binge-watching session. The sound does not promise a product, but an experience.
The same goes for Intel's classic jingle, a very short musical tune that, for decades, has communicated the idea of reliable technology and innovation.
But the power of sound goes beyond short jingles. Brands use background music to manipulate customers' mood and perception of time. For example, a luxury store or hotel chain such as W Hotels selects jazz or lounge music at a slow tempo and subdued volume to encourage customers to move quietly, perceive the environment as relaxing, and increase the propensity to spend. In contrast, a sales outlet might use loud pop or dance music to create an atmosphere of urgency and stimulate quick action.
In essence, a company needs a visual logo, but also a complete sound identity that not only communicates its values but also actively shapes the emotional state and behavior of the consumer.
Touch marketing: the final proof
We know: our eyes are used to being fooled by perfect images. Touch, on the other hand, does not lie. It is the sense that can officially close the deal, the final proof that a brand lives up to its promises. Words may intrigue but a real touch and the texture of an object are what really convince
You may have noticed the difference between a standard business card and one printed on thick, almost velvety paper. Your hand instantly senses quality, suggesting reliability and seriousness even before you read the name. The same goes for the experience Apple has turned into a ritual: the moment you open one of their minimalist boxes. That gentle "pop," the strength of the lid, the feel of a perfectly smooth object in your hands is no accident, but a tactile experience designed to tell you, without the need for words, that you have purchased something exceptional.
The whole world of luxury knows perfectly well the importance of touch..
imagine the texture of leather on the seats of a car, of a fine rug or a silk dress : these are not just materials, but experiences that communicate quality but above all status.
Touch is the sense that, in an age of screens and pixels, brings the brand experience back into our physical reality.
The Nespresso effect: a symphony of sensation
Let's imagine for a moment that each sense is an instrument. Individually they might be catchy but “a sensory orchestra ” creates an immersive reality stronger than the sum of its parts .
When the senses come together the brand does not just communicate but creates a unique experience.
A perfect example is Nespresso.The first sense triggered is sight : the beautifully designed machines and the saturated colors of the capsules.
Immediately after that it is luditus that is triggered : we hear the noise of the machine puncturing the capsule and it does not bother us, in fact we find it satisfying . In a second we are completely surrounded by a rich and intense aroma that fills the room. Lastly, the touch : the smooth and cool texture of the capsule, the weight of the cup and the steam that moistens your face.
None of these elements is accidental : they all concur in transforming a simple coffee into a true ritual of luxury.
It is in this sensory symphony that the brand becomes an indelible memory, an experience that goes beyond the mere product and becomes deeply rooted in your emotional memory.
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