Sensory Appeal in Website Design
While creating the website for The Bed and Breakfast at Asheville Farm, we had a lot of fun researching resorts and other B&B properties. The most irresistible properties made us feel like we were already there—and the more we read and saw, the more we wanted to visit!
These sites were able to make us feel the comfort of the soft feather pillows and plush cotton bedding. We could imagine the view and hear the gentle, crashing waves on the white, sandy beaches, with birds singing on the balcony to welcome the new day. We could practically smell the cool, salty ocean breeze drift-in through the sheer curtains as the sun began to rise.
These listings used vivid imagery, descriptive language, and multimedia elements to create a sensory and emotional experience, making it feel as though we were already enjoying the amenities and beauty firsthand. They were utilizing a marketing approach is known as sensory or experiential appeal, sometimes referred to as 'sensehacking.'
Factors that Make Sensory Appeal Effective:
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Emotional Connection
Sensory appeal can trigger feelings of pleasure, comfort, nostalgia, or excitement, leading to a stronger connection with the brand. -
Memory Retention
Sensory experiences engage multiple senses, making them more memorable and impactful over time. -
Immersive Experience
By engaging the senses, this type of emotional marketing can be highly persuasive in the purchasing decision. -
Differentiation
In a crowded market, sensory appeal helps a brand stand out by offering a unique and memorable experience that competitors may not be providing.
Of course, sensory appeal may not be the best approach for marketing all types of products and services. However, if you're in the business of selling an experience, consider sensehacking alongside other emotional strategies like storytelling and nostalgia. These techniques can be powerful tools for connecting with your audience, generating sales, and creating lasting positive impressions.
Examples of Using Sensory Appeal Online
1. Linkedin: Examples of sensory appeal writing
2. Airbnb property: Example of bnb listing that activates all the senses
3. Airbnb, the brand: 'Don't Go There. Live There' print and online campaign
Above: Airbnb 'Live There' print ads. Below: Airbnb 'Live There' home page.
4. Concept mockup with breathtaking main photo
Above: Mockup home page (source: getmotopress.com).
5. Camp Wandawega video tour of property
Above: Camp Wandawega 'book now' page. Below: The video embedded into main section of 'book now' page.
6. Camp Wandawega photo tour with hand-drawn map of property
Above: Camp Wandawega 'camp tours' page. Below: Hand-drawn camp map at bottom of 'book now' page.
7. Apricot Lane Farms 'autoplay' video sampler
Above: Apricot Lane Farms 'home' page. Below: The video that's embedded into the top of this home page.
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