In an effort to begin the year by stimulating your creative brains, here are three amazing discoveries Condiment Junkie made in the last month of 2012. Discoveries that have furthered our ability to communicate information and enhance perception with sound and scent.
First, we proved that we can all tell the difference between Hot and Cold liquid, just by listening. It sounds unbelievable but if you try it you’ll instantly understand. Give it a go here
Second, we found that adding sound to a digital experience, in this case trying on virtual clothes, significantly increased the amount of time customers spend interacting with the experience. Over 30% longer in fact.
Even more significant and compelling, is that when asked how much they would pay for the clothing, participants in the ‘with sound’ group indicated they would pay more than those in the ‘without sound’ group.
And Third. In collaboration with one of the world’s leading perfumers, Roja Dove, we tested if sound can be used to highlight different notes in a perfume. Our findings showed that by playing different soundscapes we can dramatically alter how people perceive scents, and bring out different elements such as sweetness, floral notes, powder and dryness.
The applications of these findings are myriad, and have impact across all brand communication channels. We can make an advert or a room seem hotter or colder. We can dramatically enhance the experience of buying and marketing perfume, and can communicate texture, increase product perception and create more engaging digital experiences.
As we discover more and more cross modal links, and define the most powerful combinations, a compelling case begins to develop. Brands need to begin thinking about sonic and sensory strategies at the highest level. And this is the year to do it.
Happy new year one and all.
