Perception can be defined as the ability to actively absorb and process information through our senses. This processing of different sensory impressions involves a range of processes that lead us to two central characteristics of perception, which explain why your brand looks different in every mind.
Perception is selective
Our brain cannot fully absorb and process the abundance of information that bombards us every day. Our perception is therefore limited by restricted attention with regard to the many incoming stimuli, so that only certain aspects of the environment are taken in while others are filtered out.
This process is primarily based on three perceptual filters:
- Neurological filters
- Social & cultural filters
- Individual filters
As a result, the same information or stimulus can be perceived very differently by different people. The same applies to brands (of which only relatively few pass through these filters in the first place).
Everyone sees the world through the lens that fits their eyes.
Perception is constructive
Our perception is not a reflection of reality, but constructs an internally relevant representation for action based on the available information.
This representation is primarily shaped by each individual’s experiences and expectations. Other personality traits—such as emotions, needs, interests, and values—also influence which people your brand reaches.
In addition, social factors (societal and cultural conditions) as well as the nature of our sensory organs play a central role in our perception.
These interindividual differences explain why a brand is constructed differently in every mind and is therefore interpreted, associated, and experienced differently.
A brand can also be perceived through different senses
During the process of perception, information is absorbed through different (largely independent) sensory channels and then combined into a holistic image. Parallel processing through multiple sensory channels increases the likelihood of information being processed—and the likelihood of remembering it later.
Against this background, multi-sensory design is a valuable tool for creating a consistent image of your brand that anchors itself in people’s memory and awareness. By addressing the senses holistically, specific emotions can be evoked and emotional bonds can be built or strengthened.
Only in this way can your brand be perceived intensely and leave a lasting impression.
Ask yourself the following questions to identify potential for your brand:
- How consistent is the experience with your brand?
- Which sensory channels are already being considered?
- How can the experience be meaningfully designed across additional sensory channels?
