The Research Of Multi-sensory Design Used In Advertising

Today,consumers are not only buying goods,but also excepting all kinds of sensory stimulus and consumer experien ce. In order to meet this demand,advertising should use as many senses as it can. Compared to the single sensory channel stimulation, multiple sensory stimulation can help us obtain more deep and comprehensive information, and make human brain feel the outside world by combining with these clues which from different sensory channels.Combined with the analysis of classic cases, synthetically applying the elevant theories in the field of marketing, design, and using the visual elements as the core, the paper states several applications of multi sensory design in advertisement.Multi sensory design in advertisement can be favorable to achieve the simulation flow,improve the credibility of the advertising, and reduce the rejection of advertising. By making the sensual pleasure and enhancing the emotional memory, multi sensory integration can build the emotional bond between the brand and the consumer.Multi sensory interaction can add sensory touch points and establish traditions for the brand, and then promote brand loyalty.But now, the application of multi sensory design in advertising is still not mature, many ads are limited in audio-visual category. On the one hand, multi sensory design may cause consumer's feel error,or sensory signs and advertising appeal is not consistent. On the other hand, the rising of consumer's sensory threshold and therir negative sensory experience bring difficulty for multi sensory design in advertising. In addition, the realization of multi sensory design is largely limited to advertising media.In a multi sensory design of advertising, we should give full play to the advantages of each of the senses of symbols, consider a sense s ymbols as the leading, and scientifically integrate of multiple sensory symbols. S econdly, multi sensory design should be based on consumer sensory experience, and fully meet and guide consumer sensory experience needs. Finally,multi sensory design should pay attention to the scientific combination of different media, give full play to e ach kind of medium sensory experience functional properties, and select the most appropriate media combination. Based on the above three aspects, we can realize the purpose of maximizing the effect of advertising in a multi sensory design.