Contrive The Vibe

Open Site Navigation

What is Sensory Marketing?

Sensory marketing is simply adhering to all of the senses to create brand recognition for customers. Sensory marketing is how your brand feels, tastes, smells, sounds and looks.

What I love the most about sensory marketing is that it provides the most holistic and inclusive approach to communicating your brand to your audience. When marketing is only adhered to visual representations, brands unintentionally leave out already marginalized disabled individuals. When you use all of the senses in your communication approach, you open the doors wider for inclusivity as your brand can be recognized and experienced through touch, smell, taste and sound as well.

At Contrive The Vibe, I take it up a notch and center our sensory branding and marketing strategies around the Eye of Horus and the six senses. The secret sixth sense is how your brand emotionally or intuitively feels to your customers, through the sense of "thought".

The Ancient Egyptians were the OGs (original gangstas) of creating and representing scientific meaning through art.  One of the most recognizable examples of this is the "Eye of Horus", also known as "the evil eye", "third eye", etc. You've probably seen associations with it with the "Illuminati", on the dollar bill or argued whether or not it was actually being portrayed in the billboard in "The Great Gatsby". The Ancient Egyptians referred to this symbol as "Wadjet", it is represented across many cultures, religions and spiritual practices as an "all-seeing eye of divine wisdom and guidance"; however, it's originally based on the mythology of Isis, Osiris and Horus and historically represents "prosperity and protection", oftentimes mixed up with its counterpart "The Eye of Ra".

 

 One could argue it's the original logo. It's literally in everything.

Remarkably enough, this symbol has an undeniably accurate connection between the symbolic structure and anatomy and physiology of the brain. The symbol itself is comprised of six different parts of one whole (the eye), each artistically representing a human sense while simultaneously providing an anatomical map of where in the brain those human senses are controlled. It also represents common measurements used in those times: 1/2 (smell), 1/4 (sight), 1/8 (thought), 1/16 (hearing), 1/32 (taste) and 1/64 (touch). These measurements were known as "Heqat Fractions".  Heqat Fractions were used in common day measurements like buying grains at the market. The Heqat is estimated to be about 4.8 liters. It is also said that the senses are in order of most important and represent how much energy/focus "the eye" has to spend for each sense. The order of importance goes: Smell, Sight, Thought, Hearing, Taste and Touch.

Talk about a useful tool. 

Thankfully the brain nerds have already provided this insanely powerful insight. You can check out the scientific publication here. They also put together these wonderful brain illustrations.

When the brain is cut in half on the sagittal plane,

one can find the Eye of Horus.

The triangle shape highlighted in yellow is located in the "olfactory trigone". Not only does this part of the brain aid in the sense of smell, but it also represents a "nose shape". Being 1/2 Heqat, the sense of smell is the most important sense. In marketing, the sense of smell is the most memorable sense in brand recognition. That's why you can smell something, and it instantly brings back a childhood memory. At Contrive The Vibe only non-toxic therapeutic grade essential oils in our scent marketing.

Smell (1/2 Heqat)

Sight (1/2 Heqat)

The star shape in the pupil of the eye represents

sight and is located in the "massa intermedia", which is part of the sight sensory travel system throughout the brain. Sight is represented as a pupil-like circle in the Eye of Horus. Being 1/4 Heqat, sight is the second most important sense. In marketing, sight is represented through all the visual design components. To help your customers' brains remember your brand, consistent colors, a logo suite (your primary, secondary and tertiary versions in different colors) and design elements are used.

Thought/Wisdom (1/8 Heqat)

The "eyebrow" shape represents the corpus callosum in the brain. The corpus callosum connects the left and right sides of the brain together, allowing for communication between the two sides, resulting in sensorial harmony. When missing or out of balance, a person can have a harder time "correctly" processing sensory data. Eyebrows are often associated with wisdom and a sense of sophistication and superiority, "highbrow", or creating some sort of emotional response, often in surprise or delight, "raised eyebrows". In marketing, your "brand vibe" is associated with the sense of "thought/wisdom". It's how you make your customers feel. It's your mission statement, what you care about. It's the "shock value" that makes your customers raise their eyebrows or think. It is responsible for the emotions involved with your brand. At 1/8 Heqat, Thought/Wisdom is the third most important sense.

Hearing (1/16 Heqat)

The blue dotted shape is the representation of hearing in the Eye of Horus. This area is the shape and location of the "Brodmann areas 41 and 42". These areas are "the center of hearing in humans". The individual symbol also looks remarkably similar to the shape of an ear. In marketing, adhering to the hearing sense is known as "sonic branding" or "sonic marketing". From a jingle to the specific noise a keyboard makes when it types to the music the brand plays, to how you pronounce your brand name, everything involving sound in your brand should be intentional. This sense is 1/16 Heqat meaning it's the fourth most important human sense.

Taste (1/32 Heqat)

The sense of taste represented in the Eye of Horus is a curved tail, very similar to the shape of a tongue. In the human brain, this exact area represents the taste pathway (taste sensation -> thalamus -> primary gustatory area of the cerebral cortex). In marketing, taste is often a sense that is overlooked unless in the food and drink industry. Taste marketing can be as simple as providing cucumber water in your office because you want your customers to feel like they're in a spa to curating a custom bonus chocolate for your subscription box service that represents "how your brand tastes". At 1/32 Heqat, taste is the fifth most important sense; however, it's closely associated and linked with the sense of smell.

Touch (1/64 Heqat)

Touch is a complicated sense in that there are three main different categories of touch that follow different pathways in the brain. The shape of touch in this illustration is a straight object that resembles a side view of a hand but is also the same shape and location of the "somatosensory pathway". While at 1/64 Heqat touch is technically "the least important" sense, it does not mean it isn't important. For full brand and sensory marketing maximization, all six of the senses should be adhered to. Touch is also how we first learn how to discover the world around us. Touch can be represented through print collateral, the quality of products you make and sell, different textures, exploratory items in your store, etc. The good news is that if you are an online-only business, you won't be hindered as much as you think when it comes to haptics (touch) and brand recognition, for touch or "haptic" marketing includes your packaging!

My sensory branding and marketing services are offered in custom premium packages.

Click below to book your (free) inquiry meeting!

Sensory marketing is simply adhering to all of the senses to create brand recognition for customers. Sensory marketing is how your brand feels, tastes, smells, sounds and looks.

What I love the most about sensory marketing is that it provides the most holistic and inclusive approach to communicating your brand to your audience. When marketing is only adhered to visual representations, brands unintentionally leave out already marginalized disabled individuals. When you use all of the senses in your communication approach, you open the doors wider for inclusivity as your brand can be recognized and experienced through touch, smell, taste and sound as well.

At Contrive The Vibe, I take it up a notch and center our sensory branding and marketing strategies around the Eye of Horus and the six senses. The secret sixth sense is how your brand emotionally or intuitively feels to your customers, through the sense of "thought".

What is Sensory Marketing?

Thankfully the brain nerds have already provided this insanely powerful insight. You can check out the scientific publication here. They also put together these wonderful brain illustrations.

When the brain is cut in half on the sagittal plane,

one can find the Eye of Horus.

The triangle shape highlighted in yellow is located in the "olfactory trigone". Not only does this part of the brain aid in the sense of smell, but it also represents a "nose shape". Being 1/2 Heqat, the sense of smell is the most important sense. In marketing, the sense of smell is the most memorable sense in brand recognition. That's why you can smell something, and it instantly brings back a childhood memory. At Contrive The Vibe only non-toxic therapeutic grade essential oils in our scent marketing.

Smell (1/2 Heqat)

The star shape in the pupil of the eye represents

sight and is located in the "massa intermedia", which is part of the sight sensory travel system throughout the brain. Sight is represented as a pupil-like circle in the Eye of Horus. Being 1/4 Heqat, sight is the second most important sense. In marketing, sight is represented through all the visual design components. To help your customers' brains remember your brand, consistent colors, a logo suite (your primary, secondary and tertiary versions in different colors) and design elements are used.

Sight (1/2 Heqat)

The "eyebrow" shape represents the corpus callosum in the brain. The corpus callosum connects the left and right sides of the brain together, allowing for communication between the two sides, resulting in sensorial harmony. When missing or out of balance, a person can have a harder time "correctly" processing sensory data. Eyebrows are often associated with wisdom and a sense of sophistication and superiority, "highbrow", or creating some sort of emotional response, often in surprise or delight, "raised eyebrows". In marketing, your "brand vibe" is associated with the sense of "thought/wisdom". It's how you make your customers feel. It's your mission statement, what you care about. It's the "shock value" that makes your customers raise their eyebrows or think. It is responsible for the emotions involved with your brand. At 1/8 Heqat, Thought/Wisdom is the third most important sense.

Thought/Wisdom

(1/8 Heqat)

Hearing (1/16 Heqat)

The blue dotted shape is the representation of hearing in the Eye of Horus. This area is the shape and location of the "Brodmann areas 41 and 42". These areas are "the center of hearing in humans". The individual symbol also looks remarkably similar to the shape of an ear. In marketing, adhering to the hearing sense is known as "sonic branding" or "sonic marketing". From a jingle to the specific noise a keyboard makes when it types to the music the brand plays, to how you pronounce your brand name, everything involving sound in your brand should be intentional. This sense is 1/16 Heqat meaning it's the fourth most important human sense.

Taste (1/32 Heqat)

The sense of taste represented in the Eye of Horus is a curved tail, very similar to the shape of a tongue. In the human brain, this exact area represents the taste pathway (taste sensation -> thalamus -> primary gustatory area of the cerebral cortex). In marketing, taste is often a sense that is overlooked unless in the food and drink industry. Taste marketing can be as simple as providing cucumber water in your office because you want your customers to feel like they're in a spa to curating a custom bonus chocolate for your subscription box service that represents "how your brand tastes". At 1/32 Heqat, taste is the fifth most important sense; however, it's closely associated and linked with the sense of smell.

Touch (1/64 Heqat)

Touch is a complicated sense in that there are three main different categories of touch that follow different pathways in the brain. The shape of touch in this illustration is a straight object that resembles a side view of a hand but is also the same shape and location of the "somatosensory pathway". While at 1/64 Heqat touch is technically "the least important" sense, it does not mean it isn't important. For full brand and sensory marketing maximization, all six of the senses should be adhered to. Touch is also how we first learn how to discover the world around us. Touch can be represented through print collateral, the quality of products you make and sell, different textures, exploratory items in your store, etc. The good news is that if you are an online-only business, you won't be hindered as much as you think when it comes to haptics (touch) and brand recognition, for touch or "haptic" marketing includes your packaging!

What is Sensory Marketing?