Design isn’t just what people see. It’s also about how it makes them feel.
While visuals often steal the spotlight, truly memorable brand experiences engage all the senses—sound, touch, and even the suggestion of scent. Sensory design allows brands to craft immersive worlds that users don’t just browse but feel connected to on a deeper level. The more senses you engage, the more memorable your brand becomes. And when your brand is memorable, users come back.
In a digital space, these elements might seem intangible, but they’re far from unattainable. Let’s explore how sensory cues can turn an ordinary website into an unforgettable online experience.
Sound
Sound is one of the most powerful ways to create atmosphere. It has the ability to set a mood, evoke emotions, and immerse users in a digital space.
Imagine this: you land on a website for a coastal retreat. As the homepage loads, the soft crash of waves and the distant cry of seagulls instantly transport you to the shore. You feel calm, even before reading a word.
Or consider an e-commerce platform for gamers, where every click triggers a subtle, futuristic tone that reinforces the high-energy, tech-savvy vibe.
These aren’t just features—they’re emotional triggers. They make users feel.
Best practices for sound design
- Always give users control: A mute button or volume slider prevents audio from becoming intrusive.
- Subtlety is key: Sounds should enhance the experience, not dominate it.
- Align sound with your brand’s identity: If your brand is playful, opt for light, fun tones. For luxury, consider ambient, sophisticated audio cues.
Touch
You might think touch doesn’t belong in web design. After all, we’re limited to screens. But sensory design allows us to mimic the sensation of touch through smart use of haptics, subtle mouse-activated micro-animations, and textured visuals.
For example, on mobile, a subtle buzz when you drag an item to your cart could provide satisfaction and reinforce the action. This is haptic feedback—a small but impactful way to make interactions feel more tangible.
Even on desktop, luxury brands have mastered the art of visual texture. High-resolution images of materials like brushed gold, soft leather, or velvet create the illusion of touch. Browsing a high-end jewellery website can feel almost as premium as holding the pieces in your hand.
Best practices for tactile design
- Use haptics and micro-animations sparingly to highlight key actions, like form submissions or purchases.
- Incorporate visual textures that reflect your brand’s identity. A sustainable brand might use natural textures like wood or linen, while a tech company might lean into sleek, metallic designs.
- Avoid overloading the user—less is more when it comes to tactile cues.
Smell
While smell remains firmly in the physical world, it’s still possible to suggest scents through digital design. The secret lies in sensory language and evocative visuals.
Take a coffee company, as an example. By pairing rich, steaming visuals of freshly brewed coffee with words like “bold, nutty aroma,” they tap into the viewer’s imagination. Suddenly, you can almost smell it.
Fragrance brands do this too, often using colour to evoke scent. Soft lavender hues and airy designs hint at floral freshness, while deep amber tones suggest warm spices.
Best practices for evoking scent online
- Use descriptive language to paint vivid sensory images. Words like “crisp citrus” or “smoky cedar” trigger the imagination.
- Pair sensory text with visuals that enhance the feeling, like steam, texture, or colour palettes.
- Stay on brand—smell-related cues should feel authentic to your product or service.
How to apply sensory design to your website
Bringing sensory elements to your site isn’t about adding everything all at once. It’s about understanding your brand’s sensory identity and weaving those elements in thoughtfully.
1. Define your brand’s sensory vibe
Ask yourself:
- What would my brand sound like? A calming melody or an energetic beat?
- What textures represent my brand? Sleek metal or soft cotton?
- If my brand had a scent, what would it be? Fresh citrus or warm vanilla?
2. Start small
Focus on one or two sensory elements that align most with your brand. A nature brand might use subtle soundscapes, while a luxury retailer could focus on visual textures.
3. Layer sensory cues thoughtfully
Sensory design should enhance the experience, not overwhelm it. Test different combinations of sound, texture, and storytelling to find the right balance.
4. Prioritise accessibility
Make sure sensory features don’t alienate users. Include options to turn off sound or adjust visuals for accessibility.
Summing up
As technology evolves, sensory design will only get more exciting. Augmented reality (AR) and virtual reality (VR) are already blurring the lines between physical and digital experiences. And hey, one day, we might even experience digital scents or advanced haptics that mimic real-world textures.
But for now, sensory design is your opportunity to stand out. By creating immersive, multi-layered experiences, you can forge deeper connections, increase engagement, and build loyalty that lasts.