Sensory Branding in UX/CX
By: Sanjay Mitra
Image Courtesy: onlinemarketinginstitute.org
In today’s world UX design should intend to create an engaging experience adhering to the best practices at achieving the business goal. Most importantly in creating the design, we must try to intertwine stories, system and communities to UI explicitly. From look and feel to selling proposition, our focus need to be at differentiating the brand within the markets and beyond.
‘Nostalgia’ ‘Sentiments’ ‘Country and Culture’ specific Values becoming the new creative strategy for the Business. There is a basic tool is being used in design thinking – Mapping residual, dominant and emerging trends, to see what was past, what’s the present and what’s the future could be. This is not just to relegate past to the past, but also to see design thinking, what if at all, from the past or the present could possibly be taken into the future.
Maybe that is what brought back ‘VW Beetle’ back for a second innings or Vinyl, gramophone records made a comeback for that matter. Maybe that could be the reason we are seeing 10K retweets # BringBackRolaCola for Parle`sRola Cola.
We are to represent strong geography based Culture and heritage by showing family and group images. Italians take pride in showing strong multigenerational family bondage, Nostalgic Values, and their illustrated past always works well for the emotions. We can therefore ignite imagination of end users to establish a strong memorability and association with the site. Our memory is sensitive to the past and to the values, we adhere – culturally. FB memory is one such feature, which successfully allows their user to stay connected with the past. People love to recollect their heritage, culture, uniqueness beside the rationalities such as offers, discounts, and deal value.
If these physiognomies are considered as the bookmark of our brain, then emotion is the natural currency of human minds.
Steve Jobs is remembered as a tremendous innovator whose innovative approach melds gestural design with human behaviour. We heard him saying once ‘it doesn’t have to be Beige’. He was referring to the newly manufactured IPADs that was all set to be released in the market. Jobs wanted to replace old colours with iconic candy white, something Americans have profusely adorned (in holidays, more than 90 percent of U.S. consumers report plans to share or gift candy, just like a ritual).
We should replicate the idea here and adopted these sensory stimuli to redefine the UI/UX projects. We should colour the future, with imagination, dreams and spirituality, while spiritually calming the emotions that can cement our UX (Design Experience) solution.