When I create a campaign, I make sure I use a minimum of three sensory elements as possible. This was something I’ve learned over the years through close observation. Sensory elements can be anything that affects the audience’s senses (touch, smell, hear, sight, motion, taste, balance, etc.). Using multiple sensory elements can increase the engagement rates of your campaign.
Why Use Sensory Elements
Think about it this way. For each sensory element you use in your campaign, you keep the audience’s attention for an additional second. We have to remember every second count, especially now that the average attention span is only 8 seconds long. The longer you can keep your audience’s attention, the higher the chances of making them a customer.
Imagine someone giving out free samples of chicken at the mall. They do this because who turns down a free sample. They also do this because the chances of you purchasing that item goes up by 12% once you take it. This is because this salesperson is using sensory elements (sight, smell, and taste).
Experiment For Yourself
Next time you are creating an ad, use three sensory elements. Play with the psychology of color, sound, and emotion. Once you start using more sensory elements, you’ll notice your campaigns will have higher engagements because you keep your audience’s attention longer.