Sight is our primary sense in which we interpret our surroundings and form the perception of our experience; in fact, it is estimated that 70% of all the sensory data we process is visual. Thoughtfully designed physical environments, visual communications, digital interactions, and products is the essential first step in cultivating positive brand experiences and value perceptions.

Olfaction; the sense of smell, is the only sense that delivers instantaneous recognition and response. As the brain processes scent, it creates strong yet subtle affiliations between emotion and memory; quickly evoking reactions that can influence our mood, mindset, motivations, and behaviour.

Our first and most natural human sensing perception; we explore our world through touch and communicate through gesture. Texture, dexterity, resistance, pressure, temperature, and vibration all add up to the environmental stimuli that inform our tactile and spatial experiences.

Our bodies are mostly water (a strong conductor of sound waves) so it’s no surprise that sound affects us on many levels. Physiologically; a startling or unexpected sound can release cortisol which increases heart rate and breathing. Psychologically; sound influences our moods, and can even trigger the release of dopamine (the feel good chemical). Cognitively; sound can distract, impeding clarity of thinking and decision making. Behaviourally; we tend to move away from unpleasant sounds and even gravitate towards sound we find pleasing.

Taste is intertwined with all our other senses, particularly our sense of smell. So much so that taste relies on smell for the sensory processing of the primary taste bases – sweet, salty, bitter, sour, savoury (umami). Couple this with important taste attributes like presentation, texture, and the multitude of sounds that bring taste to life and it’s not hard to understand why we are all so obsessed with food – it is quite literally a feast for the senses.