In the recent past, human senses have become more essential for marketers since they deliver meaning of behaviours and experience among consumers. More importantly, human senses are useful in advertising because they provide consumers with pleasure, satisfaction, and excitement aiming to attain sensory experience (Hultén 2017, p. 281). In fact, sensory experience is developed from a combination of the five senses, which include the touch, taste, sight, sound and smell. Precisely, a sensory experience is the product of the responses of senses to various triggers or aspects in marketing referred to as stimuli. Marketing through the sensory stimuli is based on the fact that most of the consumers utilise the items depending on emotions, perceptual images and feelings that particular items make (Reydet and Carsana 2017, p.132). In addition, sensory marketing encompasses customers’ senses and influences their habits, judgement and perception. The main aim of this experience is to transfer information to the appropriate part of the human intelligence, accomplish consumer senses inspiration and ultimately establish a bond between the product and the customer Esmailpour and Zakipour 2016, p.212).
The Sense of Sight
Studies have highlighted that application of the unconscious sensual inducements in modern advertising can be used in order to accomplish consumer engagement and influence their perception (Berg and Sevón 2014, p.290). Besides, as long as there is a harmonious relationship between the five senses and stimulants tailored with sufficient interesting influence, they yield more impact on the purchaser (Hultén 2017, p.282). Significantly, sensory experience is beneficial because it assists to distinguish the brand, strengthen consumer memory towards the product and connect the consumer to the brand.
Sight is the main sensory component and the most robust sense applied in marketing. Approximately 80 percent of shopping and commercial communications are conducted via the sense of sight. Marketers use visually attractive messages and images to lure customers (Esmailpour and Zakipour 2016, p.213). In addition, product’s design, packaging, colours, and logos are instances of visual stimuli, which are utilised in order to determine the strategic approach to support and develop a favourite image of an item in the minds of the customers. Studies have also dem