Why do some marketing campaigns stick with you long after you see them? Often, it’s because they engage your senses in a way that creates a lasting impression.
Think of that catchy jingle for your favorite candy bar that you still find yourself humming years later. Or that commercial that makes you feel the wind in your hair while watching the sports car speed down the road. These campaigns work by tapping into your emotions and memories through sensory experiences.
But sensory marketing isn’t just for big-budget TV commercials. Digital marketers can achieve similarly powerful results by using words that appeal to consumers’ senses, turning them into part of the story. Here’s how to use sensory language effectively in your own marketing.
Five senses and sensory language explained
Sensory language is writing that typically appeals to the 5 basic senses: sight, sound, smell, taste, and touch. These 5 senses are just the start, though. You can also include the sense of movement (kinesthetics), helping readers imagine how something feels in motion.
By engaging these senses, sensory language paints a clear, detailed picture in the reader’s mind. It brings scenes to life, makes abstract ideas feel real, and triggers emotional responses.
For example, rather than simply saying, “The beach was nice,” sensory language might describe:
- The warm, golden sand between your toes (touch)
- The rhythmic crash of waves against the shore (sound)
- The glint of sunlight on the turquoise water (sight)
Reading these descriptions makes it easy to imagine being at the beach. You can almost feel the warm sand, hear the waves, and see the sparkling water. This ability to create clear mental images and sensations is what makes sensory language so effective.
The power of sensory language in marketing
In digital marketing, sensory language is a powerful tool. It helps potential customers picture themselves using a product or service by activating their related senses. When done right, sensory language goes beyond just describing things and taps into feelings, memories, and desires, all of which strongly influence buying decisions.
Here’s why it works:
- Sparks emotions: Sensory words instantly trigger feelings that create a stronger connection between a brand and its customers. For example, describing the refreshing scent of a body wash is about selling an experience, not just a product.
- Boosts recall: Sensory experiences are easier to remember, making your messages stick. Think about how the jingle of an ice cream truck or the smell of freshly cut grass resonates with people. These descriptions evoke strong memories and are easy to recall.
- Shapes perceptions: Sensory language can change how people see a product by highlighting what makes it special. For instance, calling a laptop “sleek and lightweight” with a “sharp, clear display” makes it sound high-quality.
- Creates desires: Sensory words make a product more tempting by helping people imagine themselves enjoying it. For instance, describing chocolate chip ice cream’s “rich, creamy flavor” can trigger cravings.
- Cultivates trust: Sensory details that match real-life experiences help build trust and credibility. When you describe your product in a real and relatable way, customers are more likely to trust it and feel good about buying it.
Sensory language can transform your marketing from plain facts to vivid experiences. It engages the senses, making your brand stand out and stick in customers’ minds. This approach builds stronger, more lasting connections with your audience.
Dive deeper into the data
Subscribe to get more marketing insights straight to your inbox.
Real-life sensory language examples
Sensory language is all about creating a symphony of sensations in the reader’s mind. By appealing to each sense, you can paint a vivid and immersive picture that engages your audience on multiple levels. Let’s explore the various types of sensory imagery and discuss how you can use each to enhance your writing.
Visual imagery (sight)
Visual imagery helps create a mental picture for the reader, allowing them to see what you’re describing. This means using visual descriptions of colors, shapes, sizes, and other details to create a clear image. In marketing, visual words make products or experiences more attractive and easier to imagine.
For example, instead of just calling a phone “stylish,” you might say it has a “sleek, minimalist design with a polished chrome finish.” You might also mention its “vibrant edge-to-edge display that makes your photos pop.”
Examples of visual words:
- Bold
- Radiant
- Iridescent
- Glossy
- Compact
- Towering
- Peaceful
Auditory imagery (sound)
Auditory imagery helps the reader imagine what something sounds like. It uses words that describe different sounds and their volume, rhythm, or quality. When used with finesse, auditory words let customers almost hear the product or feel the atmosphere in that space.
For instance, instead of saying a car has a “powerful engine,” you might describe how it “roars to life with a deep, satisfying rumble.” Or, for a peaceful nature retreat, you could mention the “gentle rustling of leaves and the soft, melodious chirping of birds.”
Examples of auditory words:
- Sizzle
- Crunch
- Whisper
- Booming
- Pitter-patter
- Whoosh
- Echo
Tactile imagery (touch)
Tactile imagery gives the reader an idea of how something might feel. It uses words that describe textures, temperatures, and physical sensations. In marketing, tactile words can be particularly effective for products that people interact with physically, like clothing and furniture.
For example, instead of saying a sweater is “comfortable,” you could describe it as “soft and cozy, like wrapping yourself in a warm hug.” Or, for a sports car’s steering wheel, you could mention its “smooth leather grip that fits perfectly in your hands.”
Examples of tactile words:
- Silky
- Fuzzy
- Fluffy
- Velvety
- Firm
- Cool
- Solid
Olfactory imagery (smell)
Scents come alive through olfactory imagery. This technique uses descriptive words and phrases to capture different aromas, from sweet and floral to earthy and pungent. Since smell is closely linked to memory and emotion, it can trigger nostalgia and create powerful associations for readers.
In marketing, olfactory words can be incredibly potent. For example, a coffee brand might describe its product’s aroma as “rich and freshly roasted with hints of chocolate and caramel.” A luxury hotel could highlight the “fresh, crisp fragrance of lavender and clean linens” in every room.
Examples of olfactory words:
- Smoky
- Musky
- Fresh
- Crisp
- Woodsy
- Minty
- Roasted
Gustatory imagery (taste)
Gustatory imagery transforms plain text into a feast for the mind’s taste buds. It taps into the sense of taste, evoking everything from the zing of citrus to the warmth of freshly baked bread. Gustatory words make foods and beverages more appealing by highlighting their unique flavors.
Picture a gelato shop promising “a scoop of pistachio that’s nutty, creamy, and kissed with a hint of sea salt.” Or a craft soda company might entice customers with “a refreshing burst of tart cherry perfectly balanced with a smooth, sweet finish of vanilla.”
Examples of gustatory words:
- Sweet
- Savory
- Spicy
- Tangy
- Buttery
- Zesty
- Sour
Kinesthetic imagery (movement)
Kinesthetic imagery describes movement and physical sensations. It uses words that show how things move or feel when in motion, from subtle internal shifts to full-body sensations. Kinesthetic words often help readers feel rhythm, speed, or effort in their minds.
Many sports and fitness companies use kinesthetic words to make their products feel more dynamic. A running shoe brand might not just say its shoes are “lightweight” but invite you to “feel the ground-gripping traction as you sprint around tight corners.” A yoga mat company could describe its product as “providing stable support that keeps you centered through every pose.”
Examples of kinesthetic words:
- Glide
- Whirl
- Soar
- Float
- Swiftly
- Fluidly
- Whip
Examples of sensory writing in the business world
Small details can make a huge difference in getting your message across, especially in marketing. By carefully selecting sensory words, you can make your marketing materials way more interesting and persuasive. Let’s look at how some companies accomplish this today.
Product descriptions
Sensory language makes product descriptions irresistible. It helps customers imagine owning and using the product, creating desire and driving sales. The key is going beyond technical specs. Use sensory words to highlight your product’s texture, scent, taste, or sound. Lush does this for its Rose Jam Shower Gel by using words like “lemon-rose” (scent) and “soft” and “hydrated” (touch).
Brand storytelling
When telling your brand story, add details that make people feel like they’re right there with you. Describe what you can see, hear, and feel to make the story come alive and get people to care about your brand. Patagonia’s Worn Wear Stories are a great example of powerful storytelling. Using sensory storytelling, Patagonia brings the feeling of well-loved gear to life, highlighting repairs as badges of honor.
Social media posts
Sensory words capture attention instantly on social media. But you must make people feel like they’re experiencing what you’re describing—or at least make them want to. Starbucks does this often on Instagram. One of its posts reads: “Icy, creamy, cool, and dreamy,” greatly adding to the allure of the cold brew on display.
Marketing emails
Want to make your emails more exciting to read? Infuse your newsletters with sensory words that make your offers more tempting and get people craving what you’re selling. Draw inspiration from Weber. This brand excels at evoking all the senses in its marketing emails (and blog) to spark cravings for delicious BBQ.
Techniques for incorporating sensory details in your content
You know that sensory language can transport your audience to another world. But how do you achieve that magic in your own creative writing? Here are some practical strategies for weaving sensory details into your website, emails, and other marketing materials.
Show, don’t tell
When it comes to sensory language, the classic advice of “show, don’t tell” holds true. So, rather than simply stating facts or listing features, aim to bring your audience into the scene. Use vivid details to let them feel, smell, or hear your product as if they’re right there with it.
For example, if promoting a candle, don’t just say it smells “nice.” Describe how the candle’s “fragrance of fresh peonies fills the room, creating a calming and peaceful atmosphere.” Or talk about its “soft, flickering glow that casts a warm light, making the room feel cozy and inviting.”
Embrace descriptive language
In sensory writing, your word choices matter. Instead of settling for basic words, opt for more vivid and descriptive language that truly captures the essence of what you’re talking about.
Think:
- “Glimmering” instead of “shiny”
- “Velvety” instead of “smooth”
- “Crisp” instead of “clean”
Don’t just say something is “big” when you could say it’s “towering,” “imposing,” or “sprawling.” Skip “small” in favor of “petite,” “miniature,” or “dainty.”
And remember, be wary of adverbs ending in “-ly.” Often, a stronger verb can do the job more effectively. For example, instead of “run quickly,” try “sprint” or “dash.” The more specific you are, the more vivid the image becomes in your reader’s mind.
Roll out metaphors and similes
Metaphors and similes are like spices in your writing—they add flavor, depth, and a touch of magic.
- A metaphor directly compares 2 unlike things, suggesting they are the same. For instance, “Our new software is a rocket ship for your productivity” instantly conveys speed and efficiency.
- A simile, on the other hand, uses like or as to draw a comparison. For example, “Our customer service is as reliable as the sunrise” creates a sense of trust and dependability.
Both metaphors and similes can boost your marketing, especially when you pair them with sensory language. They make your writing more engaging and help capture your readers’ attention.
Metaphors and similes also simplify complex ideas, making them easier to understand. Additionally, these comparisons create memorable images that stick in your audience’s minds so they can easily recall your message long after reading it.
Don’t forget onomatopoeia
Onomatopoeia is a fun and effective tool in sensory writing that adds an extra layer of engagement to your content. These words mimic sounds, allowing people to hear the action as they read.
Think:
- Jingle
- Swoosh
- Whisper
- Roar
- Whir
- Chirp
- Tick-tock
Consider weaving these words into your slogans, social media posts, and product descriptions to make your copy more compelling.
Imagine a social media post for a cleaning product that says, “Just a quick spritz and the fizz lifts away grime instantly.” Or a website headline that proclaims, “Our new blender whirs through ice like a dream.” These simple statements let readers hear the product in action and imagine how well it works.
Leverage cross-sensory descriptions
Spice up your writing by using one sense to describe another. It’s like saying a song has a “bright melody” or a spicy dish has a “fiery kick.” You’re borrowing words from one sense (like sight or touch) to make another sense (like hearing or taste) more interesting. This trick uses the element of surprise to help people remember your messaging better.
You can also mix and match multiple senses in one description. For instance, you might draw people to your fitness classes by talking about “grooving to the rhythm,” “feeling the burn,” and “tasting the sweet victory of reaching your goals.” It’ll be like the readers are already there, feeling the energy and excitement.
Tailor sensory language to your target audience
Just like you wouldn’t wear a swimsuit to a formal dinner, you shouldn’t use the same sensory language for every audience. Think about who you’re talking to and what kind of language they’ll connect with.
Consider factors like age, lifestyle, and interests. If you’re marketing to young professionals, they might want to hear about how your product can make their busy lives easier. For instance, when promoting a high-energy snack, you could say, “Grab our crunchy bars for a quick boost that’s packed with nutty flavors to fuel your day.”
Conversely, if you’re targeting retirees, you might focus on comfort, leisure, and quality. You could say, “Indulge in our soft, fluffy blankets that wrap you in warmth, perfect for cozy evenings spent reading or enjoying a cup of tea.”
Balance sensory details with key messages
Sensory language is like salt—a little goes a long way. While it’s great for creating vivid imagery and drawing your audience in, don’t let it overshadow the main point of your message.
Here’s how to strike the right balance:
- Start with your key message: What do you want your audience to know? Make sure that’s front and center.
- Use sensory language sparingly: Highlight key features, benefits, or emotions related to your message using select sensory words. Don’t overdo it.
- Keep it concise: Use sensory language to create impactful moments, not long, drawn-out descriptions.
If you’re promoting a new line of athletic wear, you might say:
“Experience the freedom of movement in our new leggings, designed with breathable fabric that feels like a second skin. They’re so comfortable, you’ll forget you’re wearing them—allowing you to focus on crushing your workout.” This uses sensory language to support the key messages of comfort and performance.
Add sensory words to your calls to action
Think of your calls to action (CTAs) as the grand finale of your marketing message. You’ve set the stage with captivating descriptions and enticing visuals, and now it’s time to inspire action. But instead of ending with a bland “Click here” or “Learn more,” why not add some sensory flair?
Imagine a CTA that says, “Unwrap a world of flavor” instead of “Download our menu.” Or avoid an uninspired “Sign up for our newsletter,” by going with “Get the latest tips that’ll brighten your day and energize your routine.” These minor tweaks can make a big difference. But to craft the most effective message, always do an A/B test to see what resonates best with your target audience.
Sensory language missteps to avoid in business writing
Now that you’ve explored the power of sensory language, it’s equally important to understand its potential downsides. Let’s dive into some common mistakes to avoid so you can ensure your writing always hits the mark.
Focusing on the wrong senses
Many businesses make the mistake of emphasizing senses that don’t match their product. This can confuse customers and make your marketing less effective.
For example, if you’re selling an air purifier, describing how it looks might not be the best approach. Customers are more likely to care about how it makes the air feel and smell.
The main idea is to help your customers imagine using your product. If you’re selling headphones, talk about how they sound. If you’re selling perfume, describe its smell. By focusing on the right senses, you can help people connect with your product and imagine how great it would be to own it.
Overcomplicating simple concepts
One common mistake in marketing is making simple things sound more complicated than they really are. Sometimes, marketers think fancy or complicated language will make their product seem more impressive or high tech. But this often backfires.
Using overly complex explanations or technical jargon can lose your audience’s attention and interest. People might not understand what you’re selling or why they should care. It’s usually better to keep things simple and clear.
Explain your product’s benefits in terms that are easy for anyone to grasp. Use sensory words to create a vivid picture of what your product does or how it feels to use. For example, skip, “Our revolutionary hydration solution utilizes advanced molecular technology.” Instead, go with, “Our vacuum-insulated water bottle keeps your drinks icy cold and refreshing all day.”
Misrepresenting brand identity
Descriptions that don’t fit your brand identity can confuse customers and might make them trust you less. This misalignment can happen in a few ways:
- Tone mismatch: If your brand is usually straightforward, using fancy or flowery language might seem weird. Meanwhile, simple words could make you look less classy if you’re a high-end brand.
- Value disconnect: Your words should reflect what your brand stands for. If your brand cares about being eco-friendly, avoid talking up features that aren’t green, like luxury materials that aren’t sustainable.
- Impossible promises: Be careful not to promise more than your product can deliver. If you describe something in a way that’s too good to be true, customers will be disappointed when they receive your product.
To make sure you’re not straying from your brand identity, always check your descriptions against your brand guidelines. Ask yourself if each sensory description aligns with your company values.
Relying too heavily on cliches
Overusing common sensory phrases or descriptions can make your writing feel stale and unoriginal. Phrases like “silky smooth,” “crystal clear,” or “mouthwatering” have been used so often that they’ve lost much of their impact.
While these phrases might accurately describe your product, they don’t help you stand out from competitors. Instead, try to find fresh, unique ways to describe sensory experiences. This might involve combining unexpected senses, using creative metaphors, or simply being more specific in your descriptions.
Overlooking cultural sensitivities
Consider how people in different cultures perceive and describe senses when choosing sensory words. A scene that’s pleasant in one culture might be unpleasant in another. Colors can also carry different meanings and associations around the world.
Even the way people describe textures can vary. For instance, describing food as “slippery” might be appealing in some Asian cultures but off-putting in Western cultures.
If you’re marketing to a global or diverse audience, take the time to research cultural norms and preferences related to sensory experiences. Then, be ready to adjust your descriptions accordingly to ensure they resonate well with your target audience.
Ignoring accessibility concerns
When writing sensory descriptions, remember to think about people with sensory impairments. If you only use one type of sensory language, you could exclude certain groups. For example, exclusively using visual imagery might leave out customers who are visually impaired.
Aim to include various sensory details that resonate with people of different abilities. Also, when using sensory language online, ensure your content works well with assistive technologies like screen readers.
Neglecting legal considerations
Always ensure your content complies with legal standards. If you exaggerate or use misleading descriptions, it could cause big problems for your business.
For example, if you call a food product “all natural” but it has artificial ingredients, that could be seen as false advertising. Also, be careful with health claims. Saying your product does something like “melts away fat” without proof can get you into legal trouble.
Always double-check that your descriptions match what your product really does and offers. If you’re unsure, it’s a great idea to talk to a legal expert to confirm your sensory language follows advertising laws.
Invoke mental images and connections with sensory language
Are you ready to paint a sensory masterpiece your readers can see, feel, hear, smell, and taste? Using sensory words makes your content stand out from the crowd. It’s a powerful way to turn readers into customers and customers into fans. So go ahead—infuse your writing with rich sensory details and watch as your words come to life, invoke mental images, and light up the senses.