Page 50 - Unlock Sensory Power
P. 50
FIRST IMPRESSIONS MATTER THE NEXT LEVEL
You walk into a room and meet A conceptual profile formed in
someone for the first time. response to a brand affects us in
They’re wearing a purple outfit. two ways. First, there is an
Your impression of this person immediate and obvious reaction -
happens quickly, intuitively and such as the pleasure gained from
automatically. It’s a different biting into a chocolate bar. Second,
impression to what would have there is the emotion (positive or
happened had the person been negative) that follows.
wearing yellow. But why?
Most consumer research zones in on
The reason is that different colours people’s immediate and obvious
have different associated meanings: reactions to stimulus and much less
a conceptual profile. Not only this, on the conceptual aspects of their
the corresponding representations representation. However, we have
that come to mind are likely to be found that certain people,
different. pre-screened for sensory acuity and
verbal articulacy and given specific
This is the fundamental basis training, can delve more deeply
of Sensory Branding. into the sensory, conceptual and
affective reactions to packs and
Brands have a sensory profile that is products.
true and a conceptual profile that is
our response to it. This ability to get to the next level
of a brand experience gets us closer
Conceptual profiles are influenced to being able to engineer specific
by life, cultural and category emotional outcomes.
experiences – including the media.
Indeed, one of the roles of
advertising is to build powerful
associations between the sensory
characteristics of the brand and the
conceptual meaning that creates
our desire to purchase.
