Synesthesia in Design: How Colors Can Sound and Smell

Introduction - Synesthesia in Design

Have you ever wondered what the color red would sound like? Or what a shade of blue would smell like? Synesthesia, an unusual phenomenon involving the blending of the senses, opens up whole new possibilities for designers to create multidimensional visual experiences. In this article, we'll take a look at how synesthesia can be used in design and marketing to create memorable advertising campaigns.

What is synesthesia?

Synesthesia (from Greek, syn - together; aisthesis - to feel, perceive) is the ability to perceive a given stimulus (e.g., visual) through multiple senses, e.g., hearing sounds as colors or sensing tastes in response to sounds. Although rare, some artists and designers say they can use synesthesia in their work to create more complex and engaging pieces.

Synesthesia in graphic design

Graphic designers can use synesthesia to add depth and meaning to their work. An example is artist Melissa McCracken, who paints music by visualizing sounds as colors and shapes . This kind of approach can also be used in advertising campaigns to reinforce the emotional message of a design.

Practical applications in marketing

Using synesthesia in marketing campaigns can attract the attention of audiences and set a brand apart from the competition. For example, the perfume brand Le Labo created a campaign in which each fragrance was presented using specific colors and sounds, creating a consistent and memorable experience.

Examples of successful campaigns

Another example is the Coca-Cola campaign, which used synesthesia in the “Taste the Feeling” ad, where sounds, colors and tastes were combined to create a multisensory experience.

Summary

Synesthesia is a remarkable tool that can enrich design and marketing. Using the ability to blend the senses, we can create more engaging and memorable experiences for our audiences. What opportunities do you see for synesthesia in your work?‍

‍

Sources:

Melissa McCracken's Synesthetic Art - Melissa McCracken's official website, which showcases her synesthetic paintings: Melissa McCracken

Le Labo Fragrances - Information about Le Labo's campaigns and how they use multisensory marketing: Le Labo

Coca-Cola's 'Taste the Feeling' Campaign - Overview and analysis of Coca-Cola's campaign: Adweek on Coca-Cola

History Oasis - COCA-COLA'S “TASTE THE FEELING” CAMPAIGN: History Oasis

‍