Advertising, for the most part, works by appealing to people’s eyes and ears — 80% of all brand communication is audio or visual. And while mainstream ad media will probably always exist in people’s lives as mostly sight and sound, the way audiences make sense of their world is obviously a more holistic sensory experience. Taste is an important part of how people develop, well, their individual tastes and palates. Touch is how people connect with and attach to the physical world and affects people’s perceptions of value. And smell is an incredibly important part of memory and feelings, affecting people emotionally 75% more than any other sense. Admittedly, multisensory media can sound a bit Orwellian, and bad advertising is still bad advertising whether you’re seeing it or smelling it, but maybe in an increasingly audio/visual world, the ways brands let people touch, taste and smell will become even more meaningful.

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