This week a came across an interesting campaign by Dunkin' Donuts - a coffee scented infuser placed in buses in Seoul to try and rebrand themselves as a cafe that also sells coffee alongside donuts - sensory branding was something that i touched on during research and something that actually really interests me - sensory branding engages with people on a subconscious level. Brands are now understanding that sound/smell/taste/touch have a far greater influence on perception than visual material does as it engages with our brains subconsciously. Sara Hyndman voiced a similar notion, explaining how although we may not always realise it, typefaces evoke emotion and set a seen - 'hidden in plain sight'.
I then discovered many brands were taking on this sensory technique such as Holiday Autos who set up a vending machine which sold bottles that had captured holiday scents in them such as suncream or freshly cut grass. This research inspired me to set up an installation in the exhibition in which you can go and listen/taste/smell things - all obviously associated to a typeface. I think now i need to focus on how i am going to do this and also really think about how it is going to be set up/what the installation will look like. I also need to obviously decide which typefaces will be featured - at the moment I am thinking of using three typefaces.