Communication for all senses
Sensible worlds of experience
In his capacity as the recipient of a company’s message, he normally gets reduced to a few of his capabilities. He is often downgraded and not addressed holistically, whereas the communication of multifaceted sensory impressions would be considered far more sensible.
Acquiring a position that allows you to remain in the customers’ mind calls for increasing homogeneity as it offers all areas demanding consumption. The target group has to be provided with certain aspects allowing for the brand to be differentiated from the competition. Illustrating competences is not enough for that purpose, managing to provide a high level of quality has already become an inevitable must-have long ago. Factors like these are considered a basic requirement for any product – lacking in those leaves superficial packaging (in a metaphorical sense), which on closer inspection appears to fall apart in the customer’s hands. It is very necessary to give that certain something a world full of experiences.
How does one come closer to the implementation of a complex subject matter such as drafting a world of countless experiences? Basically, the main question that arises in this context is what makes an experience an experience. An experience is defined as an event in an individual’s life that is not common and sticks in his mind. External stimuli and internal reactions play major factors within that. The greatest potential for activation is a big variety of sensory impressions, made for attracting a recipient’s attention, and entrenching information in his mind. So what is there to choose from?
- 1. Vision
Perception of images, text and shapes (visual)
- 2. Hearing
Perception of sounds, melodies or volume (auditory)
- 3. Smelling
Perception of odors and odor intensity (olfactory)
- 4. Tasting
Perception of taste and taste intensity (gustatory)
- 5. Feeling
Perception of texture, consistency or shapes (haptic)
Choosing might not necessarily be the right term for this purpose; in the end, there is nothing to choose from – every sense has to be addressed, and every single possibility for activation has to be taken into account. What seems absolutely feasible in personal customer contact appears to be hardly applicable for standardized and non-contact communication at first sight - but is not. An appealing example for this is First Mallorca, a realtor on the island along with its real estate catalogue “á la carte” from 2011.
Why list out real estates in a catalogue if you are able to do otherwise? If you focus the transfer of sensory impressions there is a lot of potential that goes as far as to fade the actually presented subject into the background. First Mallorca (www.firstmallorca.com) is not about properties anymore but clearly a way of living, more precisely the much-loved topic of eating. The catalogue (www.kalbeck.com) is built in form of a cookbook and shows 14 different culinary suggestions with reference on the island. Little short of subsidiary, each recipe is accompanied by various properties that fit the dish’s taste. Aesthetical food photography speaks to the visual perception; optic associations are evoked mentally by the intensity of colors and the image sharpness. They can come across as surprisingly real. The smooth surface of the catalogue on the one hand along with the visually transported consistency of the dishes on the other hand, manage to round out the haptic impression. Solely the auditive factors must be left out.
Addressing various sensory receptors contains the increased potential of satisfying diverse desires of customers. The corresponding haptic is able to transport softness or strength; the corresponding visualization and acoustics can create an atmosphere; the corresponding olfactory and gustatory impressions can meet the client’s taste; in sum, all this can make a big impact.
The essence for the conception of those worlds of experience always remain the same; representing the big picture with countless impressions. More than 2000 years later, the Aristotelian wisdom is now used more than ever; the whole is more than the sum of his parts.
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For the creation of a specific real estate catalogue, kalbeck.media integrated various sensory impressions and, therefore, conveyed an appealing experience for all senses. This approach shows how a customer’s diverse desires can be answered and still represent a holistic picture.
Even 2,000 years later, the whole is still more than the sum of all of its parts.
Representative properties meet culinary treats. Enjoyment for all senses and tastes in the realty brochure of First Mallorca. In cooperation with gourmet chef Marc Fosh.
A fusion of the beautiful things in life, coming alive in brochures, online and during private events in a new home.
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