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5.2) Senses

How the Five Human Senses Shape Emotion, Memory & Marketing Response

Every piece of marketing interacts with at least one of the five human senses.

 

Some campaigns stimulate several simultaneously. And because each sense has a direct pathway into emotional and memory centres of the brain, sensory cues trigger powerful psychological reactions.

 

The 5 human senses are: 

  • Sight
  • Smell
  • Touch
  • Taste
  • Hearing

This page explores how sight, sound, touch, smell, and taste influence a user’s experience and how they can be used ethically to improve persuasion, clarity, trust, and emotional connection.

Why Senses Matter in Marketing

Senses:

  • Change how information is interpreted

  • Trigger emotional states

  • Influence trust

  • Affect how long something is remembered

  • Drive behaviour patterns

  • Shape brand perception

  • Reinforce identity

Humans are sensory-first creatures.

 

We react physically before we react mentally.

 

By understanding the senses, you can design campaigns that:

  • Feel familiar

  • Look trustworthy

  • Sound reassuring

  • Trigger desire

  • Reduce friction

  • Improve comprehension

Sensory psychology enhances both fast thinking (emotional, instinctive) and slow thinking (logical, analytical).

 

Below is a clear breakdown of each sense, how it affects user behaviour, and how it applies directly to marketing.

Sight

The Most Dominant Sense in Marketing

Sight accounts for the majority of marketing influence.

Visual information is processed faster than any other sensory input.

Sight shapes:

  • First impressions

  • Emotional tone

  • Trust and credibility

  • Perception of quality

  • Reading flow and hierarchy

  • Understanding of structure

  • Brand recognition

Core visual elements include:

  • Colour psychology

  • Typography

  • Spacing

  • Contrast

  • Layout

  • Imagery

  • Motion

Sight Triggers

Fast thinking → “This feels right/wrong

 

Emotional reaction → calm, excitement, confidence, fear

 

Subconscious cues → safety, clarity, authority

 

Most digital experiences rely overwhelmingly on visual design.