Sensory Appeal

Product descriptions typically focus on functional features and technical specifications. The assumption is that more complete information leads to better purchase decisions. Yet customers often report that products "don't feel quite right," experience disappointment when unpacking, and notice a gap between online descriptions and physical reality. The question is: How do sensory descriptions influence product perception, which sensory channels are most effective, and what evidence exists to support this?

Studies

The Haptics Experiment

Ryan Elder and Aradhna Krishna conducted a series of experiments with 230 participants at the University of Michigan in 2012. In an online setting, subjects viewed product descriptions for a pen—either with neutral language ("high-quality ballpoint pen") or with haptic-sensory language ("feels smooth and supple, sits perfectly balanced in your hand"). Half of the participants were allowed to touch any object while reading; the other half were not. The surprising result: the sensory description increased purchase intent by 35%, but only when participants were simultaneously allowed to touch something. The physical touch amplified the mental simulation—the brain "felt" the described pen more intensely.

The Sensory Hierarchy Study

In 2019, Dipayan Biswas at the University of South Florida conducted a study with 412 participants to determine which sensory channels have the strongest impact. Participants viewed advertisements for chocolate featuring different sensory descriptions: visual ('glossy-brown'), gustatory ('intensely-creamy'), olfactory ('fragrant with cocoa'), or haptic ('delicately melting'). The researchers also varied the product category between hedonic (chocolate) and utilitarian (office supplies) items. The results showed that for hedonic products, gustatory and olfactory descriptions increased purchase intention by 47% compared to purely visual descriptions. For utilitarian products, haptic descriptions proved most effective, yielding 29% higher purchase intention. The key finding: sensory modality must align with the product category—chocolate is meant to be tasted, while a notebook is meant to be touched.

Principle

Which principle for Customer Experience Design can be derived from this? Concrete sensory language outperforms abstract description—engaging mental simulation through all sensory channels makes products psychologically tangible and significantly increases purchase intent. While abstract product descriptions receive only superficial processing, concrete sensory details trigger deep neurological simulation that mirrors the actual product experience. This effect proves particularly powerful for products with strong sensory properties or where touch, taste, or smell critically influences purchase decisions. However, for purely functional or digital products, exaggerated sensory language can appear implausible and backfire. The following guidelines demonstrate how to apply this principle effectively.

Guidelines

Writing sensory-specific product descriptions

Replace vague adjectives like 'high-quality' or 'good' with concrete sensory descriptions. For physical products: How does it feel? What sound does it make? For food: How does it taste? What's the texture? For services: How does the result feel? Choose verbs that convey sensory experience: 'glides', 'cracks', 'nestles against'. Test your description—if it doesn't create a mental image, it's too abstract.

Design multisensory product images

Display products in usage contexts that communicate sensory qualities. Rather than simply showing a towel, depict it wrapped around someone. Instead of merely presenting a beverage, show it being poured (visual: motion, auditory: suggested splashing sound). For food photography, incorporate steam, cross-sectional textures, and water droplets. The image composition should highlight the product's primary sensory experience.

Haptic Analogies for Digital Products

Even for digital products without physical components, sensory metaphors can be highly effective. Software that runs 'smoothly,' interfaces that 'feel natural,' data that is 'crystal clear'—these metaphors activate sensorimotor areas of the brain. Use them consistently throughout product descriptions, demos, and onboarding experiences. Particularly effective are metaphors from the haptic domain for usability: 'tangible,' 'handy,' and 'smooth.'

Adapt sensory modality to product category

Not every sense is equally relevant for every product. Hedonic products (such as indulgences and cosmetics) benefit from gustatory and olfactory descriptions. Utilitarian products (like tools and office supplies) benefit from haptic descriptions. Tech products benefit from visual and auditory cues. Analyze which sense is dominant during product use, then prioritize it in your descriptions and imagery.