Our perceptions of the world are built on miltiple senses. They interact to help us make sense of our surroundings, so a car will seem to be traveling faster if it makes a lot of noise. And whether we want to buy a sports car, or a vacuum cleaner, it's our multi-sensory impression of a product or service that dictates how we fell about it. And why companies need to learn the skills to design for all five senses.

Is multi-sensorial design a new approach?

The concept of multi-sensory design has existed for more than a decade. But want I address the idea of multi-sensory design as it applies to brands. I believe that applying multi-sensory design to all the touchpoints (moments of contact with a user) allows a product or service to produce a more complete, and ultimately better brand experience.

But how do you design a multi-sensory brand experience? Does it mean creating something that looks, sounds, smells, feels-possibly even tastes-good? Does it mean offering a message that appeals to all our senses at once? I don't think so.