Did you know that currently 83% of all commercial communication appeals only to one sense – our eyes. That leaves a paltry 17% to cater for the other four senses. This is extraordinary given that 75% of our day-to-day emotions are influenced by what we smell, and the fact that there’s a 65% chance of a mood change when exposed to a positive sound. This is a long way of saying that the importance of our senses has been completely overlooked in the brand-building business...
