Sensory Marketing: Beyond Sight

Influence of music and sound on the rhythm of purchase.

Although sight is usually the dominant sense in the first impression, hearing plays a determining role in the consumer's atmosphere and behavior.

Auditory marketing uses melodies and rhythms to induce specific moods that encourage buying.

Music is not just a background; a fast melody can accelerate the flow of customers in a fast-food restaurant, while soft rhythms invite lingering in upscale stores.

In addition, distinctive sounds, such as the amplified crunch of food in an advertisement, are used to evoke freshness and flavor directly in the consumer's mind, triggering desire through auditory memory.

The power of smell (olfactory marketing) to evoke memories and appetite

The sense of smell has a direct connection to the limbic system, the center of emotions and memory, making it a powerful tool for subliminal persuasion.

Scent marketing strategies involve the strategic dispersion of scents to trigger physiological responses, such as hunger or a sense of home.

A classic example, other than bread, would be the use of freshly brewed coffee scent in a bookstore to invite leisurely reading, or the smell of coconut and sunscreen in a travel agency to evoke an immediate vacation.

These intoxicating scents are often released at peak hours to maximize their impact on passersby, drawing them inside the establishment almost involuntarily.

The importance of touch and physical interaction with the product

The kinesthetic or tactile dimension is fundamental to bridging the gap between desire and possession.

Allowing the customer to touch the product increases the sense of ownership and facilitates the purchase decision.

The texture of materials, temperature or weight of an object communicate quality and solidity.

In commercial interior design, the use of elements such as soft carpets or wood surfaces is not accidental; it seeks to generate comfort and a rich sensory experience that invites the customer to "feel" the brand.

Physical interaction validates the visual and au