The importance of the ear and other senses when buying a product

Each border, whether geographical, political, religious, cultural or even social, imposes its own internal rules, procedures and aesthetic queries. For example, the way of saying "hello" can change radically in every way depending on where we are. They also influence the sounds we like or not.

So much so, that trademarks are careful to promote identifying sounds to universalize them and allow all people to access them without idiosyncratic fuss. For example, Harley Davidson and Ferrari have patented the sound of their engines. The high volume of hair dryers is often because they seem more effective to the consumer.

Nokia, with its classic tone, McDonalds with its 'I'm lovin it'. The degree of specialization in sounds is so high that they can even be studied in universities. At the University of Edinburgh, for example, it has been studied a Master of Sound Design.

The advertising agency created in several clothing stores in Singapore testers that incorporate RFID technology that identified each style of clothing with a type of music. In this way lThe music of the store's fitting rooms conformed to the garments that were to be tested.

Other senses

Colors also seem important to identify brands. Welcome to the marketing of the senses, also known as Sensory Branding.

Pepsi has always tried to register his blue. And the University of Leeds, in the United Kingdom, has taught Color Design. As he explains Juan Scaliter in his book Explorers of the future:

The paper that surrounds the Milka chocolates or the Fazers (the Pantone 280C) or the orange of the Fiskars scissors are registered as a brand. It must be fantastic to put your name and profession on your personal card, "manufacturer of colors never seen", a mixture of Peter Pan and Picasso.

Some studies suggest, perhaps pulling too much hypothesis, that people remember 1% of what they touch, 2% of what they hear, 5% of what they see, 15% of what they taste and 35% of what they smell.

As for smell, brands such as BMW and Audi, among others, have among their ranks experts "sniffers" who seek to find the perfect balance of odors for the vehicle. In Starbucks they take care of the smell that in 2008 eliminated the sale of hot sandwiches because it interfered in the aroma with coffee. I already said it Proust When you wet your cupcake, that smell is a powerful evocative of emotions.

The aroma of freshly baked bread especially stimulates appetite, so bakeries are usually installed at the entrance of supermarkets, as noted Martin Lindstrom in Buyology:

Some supermarkets in northern Europe do not even bother to install real bakeries; they simply pump the artificial aroma of the bread fresh from the oven into the aisles through the roof racks.

The touch is not forgotten either. In this article published in the Harvard Business Review The conclusions of various reports that highlight the importance of tact in increasing the purchase possibilities of certain products are collected.

Video: Sense of hearing (March 2020).