Sense, Science and
Experience Design

Some 'Sense' of Experience...and a little of the science behind it

Tell me and I will forget.

Show me and I will remember.

Involve me and I will understand.


An ancient proverb often used in many creative presentations to put an emphasis on the experiential. I see it used all the time, and I too am guilty of using it as it does a fantastic job setting up the power of the narrative. Three simple statements to emotively connect and inform the observer of brand experience, however can reveal a tiny bit more when analysed through the lense of the human senses.

Tell me and I will forget.
Sense: hearing (audition)

This is pretty easy to understand. How many times are you introduced to someone and then realize moments later you have already forgotten their name. This is because hearing is not the strongest of senses relayed to the brain, it has to constantly compete with the others (on top of that one actually has to listen for hearing to really work). With that being said, there are little tricks we have heard of to help us remember such as repeating the name back to the person immediately after hearing it (or saying it in repetition to one's self). I constantly fail at both of these. Music can also aid in the process of remembering, advertising jingles create an earworm loathe to leave, and it is why so many messages have stood the test of time through the oral and aural tradition of chant, hymn and song. To quote Marshal Mathers, "My name is…what?"

Show me and I will remember.
Sense: Sight (vision)

Most people remember better, once they see it. I can tell you someone's name and you might forget… however, put it on a 'name tag' and your visual sense will take over and increase your chances of remembering. That is because one of our most overpowering senses is vision. More so we all use visual memory at different points in time, helping us remember where we put our keys (they are lying on the dresser) or possibly lost them (I think I set them down at the café when I paid). Then there are those fortunate enough to have photographic memories, which allow total recall on pretty much anything seen. Fortunately, there is more to how we experience the world than just seeing and hearing.

Involve me and I will understand.
Sense: multisensory perception

This is where experiential can begin to expand. There are over 21 senses that help us understand our environments and impact the experience we have. We have all experienced the kinaesthetic sense (proprioception) when someone pulls a chair out from under us or we navigate seamlessly paste the coffee table when the lights are out, as these focus on the movement and relative positions of parts of our body. Coupled with the sense of balance (equilibrioception) we can navigate through our environment or have it disrupted to change the experience. There are so many senses to play with which enhance our experience. Even if we just add the three other base senses to sight and sound; touch, taste and smell.

Sense: Smell (olfaction)

Smell is the one sense most closely linked to the brain (and more specifically memory). The scent of gasoline, fresh-cut grass or even bacon can evoke vivid moments from one's past. Just thinking about those threes scents can jolt you to the BP station, your childhood from lawn or waking from bed after a hangover with bacon cooking in the kitchen. For years Brian Eno, the musician, was so fascinated with these synergies he compiled a collection of different smells in little vials that he would mix into memory cocktails and share with friends - creating new aromas and unrecognizable sensations (such as the smell of violets and motorcycles).

Sense: Taste (gustation)

Taste is equally as interesting because of the endorphins that are released when certain flavours are combined, or the feeling of comfort that is created through familiar tastes. On a broad level, taste brings people together, having dinner with friends, breaking bread or sharing a drink constitutes a very social level of involvement and understanding. Heston Blumenthal, the chef, does to food what Brian Eno does with smell. Take his bacon-and-egg ice cream, which explores new taste territories and is an experience in itself. However, his gastronomical science does not just stop with taste as he explores and juxtaposes textures, sights, sounds as well as temperature (thermoception) to constantly disrupt the experience of taste.

Sense: Touch (somatosensation)

Touch is how we really begin to discover. The largest organ of the human body is…skin. We have about eight pounds (3.6 kilograms) and 22 square feet (2 square meters) of the stuff – adding up to a highly sensitive and receptive canvas for the sensation of touch. People are object oriented, from the first rock picked up to the haptic surfaces that makes our environment at home. We shake hands, hug and give pats on the back for affirmation - actions that embrace situations and make them real. To touch something makes it tangible and allows people to understand at a new level.

By engaging all of these senses, we begin experiential learning.

'Tell me' and 'show me' are about one-way communication, broadcasting to whoever will pay attention. However, true involvement and understanding begins with two-way communication be it through any combination of the senses. As a result, more than a name is remembered, a dialogue is started, a conversation is had, a relationship is formed, all which reinforces: 'involve me and I will understand' - a science of experience wrapped in cocktail of endorphins, adrenalin, pheromones and more - influencing the way we explore brand experience, create memories and share with others.

Forget, remember, and understand how the senses impact experience.

Made on
Tilda