Marketing activities are dominated by visual stimuli – nevertheless, while experiencing a product or a service, we interact at different levels: rational, emotional, sensorial, physical and spiritual, engaging all five of our primary senses (sight, smell, taste, hearing and touch).
The optical business, with its unique combination of products and services, and its clinical, technical and fashion environment, engages one sense emphatically (sight). However, it also allows for a rounded use of all the other senses, to create a unique, individualised customer experience.
Sight
Of the human senses, sight is the most prominent – 83% of the information people retain comes visually1. For a rounded customer visual experience, you need to consider the product, its packaging and design, your communication tools (website, leaflets, etc), and the business’s interior/exterior design, including colour schemes and lighting. Besides functionality, brands need to deliver emotional and sensorial satisfaction.
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