Did you miss our recent webinar on Sensory Packages? We’ve included the full video below, or you can read on for more information!
When you think of the customer experience, you probably think of the interactions you have with your customers and whether they would consider them to be positive or negative. However, it doesn’t stop there. The customer experience is something that should appeal to all five senses and is why you should take some time to consider your brand’s sensory package and how it impacts your customers’ interactions with your business.
A sensory package is the combined look, feel, sound, smell, and taste of your business and the products or services you have to offer. Sensory packages are the way customers and potential customers experience your business through each interaction they have with you. Your interactions and the products or services you offer all create a sensory impact whether you realize it or not, and aren’t limited to in person interactions. Each website visit, email, phone conversation, piece of snail mail, and social media interaction add sensory inputs, as do the colors, shapes, sounds, tastes, scents, and even textures of your products, services, and branding materials.
Due to the impact sensory packages have on customer interactions, they can add a tremendous amount of meaning and value to your business. But they can also take away so we want to talk about being conscious about your actions so you are portraying the message that you intend.
In order to better understand the potential impact of a sensory package and start making improvements on your own, you have to experience it as a customer would. To get started, consider the following:
- Look at other businesses and experience their sensory packages. Look at businesses similar to yours as well as a few that are completely different.
- Next, evaluate your sensory package and take inventory of what it currently includes.
- Then, start working on your future sensory package, focusing first on shapes, colors, and your company name.
It’s a lot to consider, but we’ve got you covered! Just download our Sensory Package Checklists below.
Why start with shapes and colors? The answer might surprise you. Shapes and colors can affect the impact of your perceptions and trigger either positive or negative unconscious associations. That’s important to know because the unconscious mind is often what leads a customer to make a buying decision. Remember: people make purchasing decisions is an emotional experience, not technical. With that in mind, there are four main characteristics to consider when it comes to colors and shapes.
- Visibility is a must for attracting attention. Certain shapes and colors naturally offer better visibility than others, but remember they can also be affected by what’s surrounding, which is important when you’re working with signage and anything else where text is prominently on display.
- Retention is important because our minds can subconsciously remember particular colors and shapes over others. Advertisements and products with colors and shapes with higher retention rates are more easily remembered than others.
- Certain colors and shapes are also more innately appealing to one person over another, and variations of one shape tend to have the same preference as the basic shape they resemble. Keep in mind that we only perceive four basic shapes (circle, square, triangle, and oval), so a rectangle, for example, will be perceived as a square in the unconscious mind. Also, remember that color preferences can vary by gender, age, and other factors.
- Each color and shape can be associated with either positive or negative thoughts, feelings, memories, etc., which will either attract or repel a customer from a certain item.
Next, it’s time to think about your company’s name. It’s often one of the first impression makers of the customer experience and influences all following perceptions. Business names, as well as product names, should accomplish four goals:
- Differentiation/positioning
- Instant recognition
- Favorable associations and impressions
- Promise of emotional gratification
Now that you’ve had time to think about the shapes and colors you want to use and whether your company’s name is setting the right tone with your customers, you can start looking at what to include in your sensory package. Following are just a few points to consider, but you can download a more detailed list here.
- Your Facility – Is it easy to see? What is the surrounding neighborhood like? Is the interior clean and organized? Do you think your customers would be comfortable here?
- Phone Manner – Are phones answers promptly and professionally? What do customers hear when they are put on hold? Do customers feel cared for?
- Your Employees – Do they seem to enjoy their jobs? Are they polite and professional with co-workers and customers?
- Digital Presence – Is your website easy to find and navigate? Can customers find what they need quickly? How do the colors and images on your site make you feel?
- Printed Materials – Are they consistent with the look, feel, and tone of your website? Do mailers arrive on time? What does the paper feel like? Would you keep them?
Do you have further questions about sensory packages? Contact us with your questions and we’ll get back to you soon! Be sure to take a look at the webinar video for specific examples of the points we’ve outlined above.
