Sensory branding: How to write Copy that speaks to the senses
When was the last time you found yourself craving a product after simply reading about it?...👀
Maybe you pictured a freshly baked scone from your local bakery with that rich, buttery aroma. Or you thought of your favourite chocolates, remembering the silky melt-in-your-mouth sensation that made you want to reach for another square 😋
These reactions aren’t random; they’re triggered by sensory language.
I’ll explore why copy that appeals to taste, smell, and texture can spark stronger emotional connections with your readers—ultimately boosting brand loyalty.
Why sensory language works
If you’ve ever found yourself suddenly craving something just because you read a vivid description of it, you’re not alone. There’s real science behind why words that tap into taste, smell, and texture can light up our brains—and here’s how 👇
It’s hardwired in our brains
From early human history, our senses have helped us navigate the world—smelling danger, tasting what’s safe to eat, feeling our way through unfamiliar spaces. That primal wiring is still there. When we encounter descriptions that paint a vivid sensory scene, our brain lights up as if we were experiencing it directly.
For brands, that means it’s not enough to say, “Our food tastes nice.” Instead, conjuring an image like “Our apple tarts crackle with caramelised sugar on top, revealing a soft, cinnamon-scented centre beneath” triggers mental pictures—and sometimes even physical reactions, like salivation.
Stronger memory recall
Sensory details can help people remember your brand. Scientific studies show that smell, in particular, is strongly linked to memory. Think of how the smell of a turf fire can instantly bring you back to childhood winters or how the earthy scent of wild garlic might remind you of Sunday walks in the countryside. If you weave these cues into your copy, customers are more likely to recall your brand the next time they’re shopping.
Emotional connections drive decisions
We like to think we’re logical shoppers, but in truth, emotions often guide our choices. By describing how something feels, smells, or tastes, you tap into those deeper emotional drivers. That can be powerful for persuading someone to try your new single-origin chocolate bar, sign up for your candle subscription box, or pop into your café for a slice of homemade soda bread.
How sensory language deepens brand identity
A brand that consistently evokes taste, smell, or texture becomes more than just a name—it becomes an experience. Here’s why sense-based copy has such a powerful impact on how your audience perceives and remembers you:
Differentiation in a crowded market
Take coffee brands, for example. With so many roasters springing up across the country, how do they stand out? By describing their beans in a way that reflects a unique flavour and vibe—maybe it’s “nutty warmth with a whisper of dark chocolate” or “bright citrus notes with hints of honey and toasted hazelnut.” Such descriptions go beyond generic statements like “strong” or “smooth.”
Emotional imprinting
When your brand repeatedly uses language that speaks to the senses, customers start to associate those feelings with you. If you run a small bakery in Galway and you always highlight how your pastries smell like real Irish butter and freshly churned cream, people begin to crave that comfort the moment they think of your brand. Over time, this forms an emotional imprint—exactly what you want if you’re building a loyal following.
Encouraging word-of-mouth
People love sharing experiences. If your description can make someone feel something—curiosity, nostalgia, hunger—chances are, they’ll mention it to friends or post about it online. It’s easier to say, “You’ve got to try the new blackcurrant-infused gin from this Sligo distillery; it’s like sipping a summer orchard,” than, “It’s a nice gin.”
Where to use sensory language
Sensory writing isn’t just for product descriptions—once you start using it, you’ll see it works in nearly every channel, from your homepage to Instagram. Here are some key places to consider weaving in those sensory details 👇
Website Copy
Whether it’s your homepage or product pages, sensory language can help people imagine using or tasting your product before they buy.
Social Media Captions
Social media moves fast, so focus on one potent sensory detail per post. For instance, if you post a photo of your new artisan bread, you might say, “That first crunch when you slice into our sourdough? Pure heaven.”
Packaging and Labels
If space allows, add a brief sensory note on your product’s label. Something like “Creamy texture, lightly smoked finish” can be the final nudge that makes someone pick your product off the shelf.
Email Marketing
You’ve got a captive audience here. Use a short, impactful description of what’s new or exciting. For example: “Wrap up your week with our limited-edition peppermint hot chocolate—silky, cool, and just the right amount of sweet.”
How to use sensory language in your copy
Injecting taste, smell, and texture into your writing can turn ordinary product descriptions into experiences your audience can almost feel. But there’s an art to doing it well—these tips will help you strike just the right balance 👇
Pick specific adjectives (but avoid overdoing it!)
Look at the difference between “Try our lovely jam” and “Spread a spoonful of our strawberry jam that bursts with bright berry flavour, sweetened by a hint of Irish honey.” The second example is so much more inviting.
However, avoid piling on adjectives. Stick to ones that truly describe the taste, smell, or texture. Ballymaloe Foods, for instance, is known for relishes that are “tangy” and “rich with tomatoes” rather than a vague “delicious relish.”
Lean on descriptive verbs
Don’t underestimate the power of a well-chosen verb. Words like “burst,” “melt,” “waft,” and “crackle” add energy to your sentences. For a crisp, you might say, “Feel that first crunch of our salt and vinegar crisps, giving way to a zingy tang that hits all the right notes.” I recommend building a word bank of on-brand sensory words. Keep a running list of words that describe how your products taste (tangy, buttery, floral), smell (earthy, smoky, zesty), feel (crunchy, silky, crumbly), and even sound (snap, fizz, sizzle). Refer to this list when you’re stuck.
Use all five senses
It’s easy to go straight to taste and smell, but think about touch and sound, too. If you’re describing a handwoven scarf from Donegal, mention the “soft, slightly nubby texture” or the “gentle rustle” it makes as you drape it around your shoulders. Or, if you’re showing off a new piece of pottery from a small studio in Cork, talk about the “smooth, cool surface with tiny flecks of clay adding character.”
Put it in context
Help readers imagine the moment by dropping them into a simple scene. Instead of “Our handmade soap smells like lavender,” try “Close your eyes and picture a balmy June morning in a Wicklow lavender field—that’s the gentle aroma you’ll find in every bar.” Sensory language works best when it is tied to real-life experiences we can all relate to. If you’re describing a candle, burn it and note the scent’s undertones. If you’re writing for an Irish cheese brand, actually sample the cheese and jot down the exact taste—does it lean towards tangy or mellow, creamy or crumbly?
Keep it balanced
Sensory writing works best when it’s sprinkled throughout your copy, not shoved in every line. Focus on those key moments: product descriptions, headlines, or any place where you need to make a memorable impact.
Examples of brands using sensory language
Big-name brands often owe much of their success to copy that goes beyond mere description. Here are a few examples of how they put taste, smell, texture—and even sound—into words:
Marks and Spencers
You’ve probably seen their famous line, “This is not just food, this is M&S food.” In both their TV commercials and product descriptions, they focus on rich, mouth-watering detail. Phrases like “velvety Belgian chocolate,” “succulent, slow-roasted lamb,” or “light, buttery pastry” paint a vivid picture. By using descriptive words that make customers almost taste the product, M&S sets itself apart as the go-to for high-quality, indulgent treats.
Pringles
Pringles is all about the sensory experience of snacking. Their iconic slogan, “Once you pop, you can’t stop”, zeroes in on the sound of the can opening—immediately activating your sense of anticipation. They also highlight the crispy texture in phrases like “crunchy bite,” and often mention “bursting with flavour” to emphasise taste. Every part of the experience, from the initial pop to the final crumb, is described in a way that tickles the senses.
Innocent Smoothies
Innocent is known for its playful, down-to-earth tone, but their copy also brims with fresh, uplifting language that appeals to both taste and smell. Terms like “properly squished fruit,” “tongue-tingling tropical taste,” or “bursting with juicy berries” give you a sense of the natural sweetness and lively flavours in each bottle. That sense-based language, combined with their quirky style, strengthens the impression that you’re getting something genuinely wholesome and energising.
Try it for yourself
If you’re wondering how to inject a touch of sensory magic into your copy, here’s a straightforward exercise to get you started. Give it a go and see how even a few sensory details can transform the way people perceive your product or service:
Pick One product or service
Choose something you want to highlight—maybe it’s a luxury scented candle, a craft beer, or a hand-knit Aran jumper. The more you care about it (and actually know its features), the easier it will be to dig into sensory details.
Focus on each sense in turn
Write down at least one concrete observation for each relevant sense:
Taste/Smell: Is it sweet, spicy, floral, earthy? Does it remind you of a particular place or season?
Texture/Touch: Is it silky, rugged, crisp, or velvety?
Sound (if it applies): A can opening with a “pop,” a crunchy bite, or a gentle rustle.#
Write 3 short sentences
Now, turn these sensory notes into three vivid lines of copy. Try to be concrete and specific. For example, if you’re describing a knit jumper, you might write, “Feel the gentle weight of merino wool draping over your shoulders, with each stitch holding the warmth of a crisp Irish morning.” Avoid generic adjectives like “nice,” “lovely,” or “delicious,” and opt for more descriptive terms.
Read it out loud
Hearing your words spoken can reveal awkward phrasing or overused adjectives. If you stumble over something, simplify or swap in a clearer word. Sensory writing should flow naturally, so if it doesn’t feel right to say it, it likely won’t resonate with readers either.
Get fresh eyes on it
Share your sentences with a friend, colleague, or someone who represents your target audience. Ask them, “What feeling or impression does this copy give you? Which words stand out and why?” Their feedback can pinpoint what’s working—and what might be overdone.
Refine and roll it out
Tweak any phrases that feel forced or repetitive. Replace filler words with sharper, more evocative language. Once you’re happy with it, use this copy in a social post, product description, or email subject line. Monitor the response—did people click, comment, or mention how it made them feel? Gather that insight for the next round.
Sensory-based writing can help your brand rise above the usual noise. By weaving taste, smell, texture, and even sound into your descriptions, you spark real emotional reactions—whether that’s nostalgia, excitement, or comfort. The next time you sit down to write, ask yourself: “How does my product actually feel, smell, or look in someone’s hands? What memories might it stir?” Then, bring those details into your copy. Even a touch of sensory language can turn a standard product pitch into something your audience truly feels.
