Synaesthetic design expression: the blending of the senses and its implications on brand expression

ABSTRACT

This research investigates the synaesthetic responses consumers have to

branded consumer product designs to aid the design development process.

Through proper application of synaesthetic responses, companies can create

holistic experiences and brand expressions that are loved and trusted by

consumers and thus achieve brand loyalty.

Capturing the hearts and minds of consumers through exceptional

product experiences is one of the primary goals of any design agency, retailer or

Consumer Packaged Good (CPG) company today. Thousands of new products

launch every year and consumers are bombarded with advertising campaigns,

package designs, POP displays, product offerings and new product forms.

Breaking through the visual and verbal clutter by designing for the senses is one

of the key ways design firms and companies can engage with and create a

stronger bond with the consumer.

Connecting with consumers can be achieved through the maintenance of a

compelling brand positioning and the development of brand expressions

(products) that are holistically honest and express their positioning. Holistically

honest designs are designs that capture the senses and the essence of the brand.

Upon initial impression, the package immediately and innately “feels” right –

nothing seems amiss. This includes all of the senses: sight, smell, taste, touch,

and hearing combined with what the consumer knows or believes about the

brand to create a meaningful gestalt. All design touchpoints should be

considered in order to attain the ultimate goal of a holistic design: graphic treatment, typography, words, scent, form, color – any type of sensory stimulator

as these all influence perception and ultimately product and brand trust.

This study will employ qualitative and quantitative research approaches

to understand consumers’ synaesthetic responses to a brand’s expressions.