Companies must consider the potential that multi-sensory interaction can offer

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 12:20 PM UTC

To execute this, design and creative teams must have a variety of skills.

This article states the need for designers to think beyond visual-first. Despite the emergence of voice assistants (which interact with users through sound), Graphical User Interface (GUI) dominates even though most devices have both GUIs and Voice User Interface (VUI).

Only by going beyond visual-first, a device’s interaction with users can extend beyond touch and voice to gesture. Delivering such a multi-sensory experience calls for the design and creative teams to have a variety of skills.  

Working towards sound holds potential as many companies are investing in sonic branding. For example, BMW partnered with composer Hans Zimmer to create a series of sounds for its Vision M Next concept.

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[4 minute read]