A comunicação através dos estímulos sensoriais percebidos pelo ser humano

Abstract

This study aims to identify how companies use the senses in building brand identity and analyze the importance of perceptual knowledge in this formulation, as well as verify that the marketing uses perception to reach your target audience. Therefore, it was necessary a short study on the nature and composition of the key elements that involve the recognition of a brand, as synesthesia, for example. We seek to represent the concepts that consistently our purpose and create a timeline to tell the evolution of the application of synesthesia in everyday society, starting with the Symbolism until marketing applications at the point of sale. We started with the presentation of the human sensory system, how each elementary sense (sight, hearing, smell, taste and touch) and how the perceptual process builds the human emotional baggage. Following, approaching the theory of David Berlo (1991), who made a study of communication using the senses as channels of transmission of a message, the marketing concepts that illustrate the content that surrounds the brand and its identity. We like that the more northern the client can experience the brand, or see it, hear it or think about it, the more likely this is perceived and remembered for this individual. Finally, we relate each of the senses to the perception in marketing and merchandising techniques, seeking thereby demonstrating the effectiveness of sensory communication.