Design principle five


Engage all senses

The sensory stimulants that accompany an experience should support and enhance its theme. The more senses an experience engages with, the more effective and memorable it can be. Many experience settings are based on visual impressions. The rest of the senses often remain unengaged.

Martin Lindstrom’s latest highly acclaimed book, Brand senses, is a landmark that explains what the world’s most successful companies do differently, integrating all five of the senses. According to Lindstrom we experience our world through our five senses: Sight, sound, smell, taste and touch. Martin demonstrates how to go beyond the world of sight and traverse the entire scope of our sensory perception.