Information will be absorbed through multiple human senses Tweet this
Over the next decade of digital transformation, the way in which information is communicated to individuals and evaluated by organizations will expand to include more multi-sensory channels—touch, smell, taste and new sight and sound experiences. In a world saturated with competing notifications, multi-sensory communication will cut through the noise to subtly and intuitively communicate in novel ways that stimulate all our senses.
Instead of buzzing or ringing, watches will alert wearers to incoming messages and notifications with a tap on the wrist. The Apple Watch - built with a linear actuator to produce haptic feedback - will allow users to connect with each other by multi-sensory communication that gets someone’s attention through a digital tap or sending a message of their heartbeat.
In 2014, Marriott Hotels launched the Teleporter, a virtual-reality experience that allows users to be virtually transported to London and Hawaii. Stepping into a phone booth-like structure and wearing an Oculus Rift DK2 virtual reality headset and wireless headphones, users experience diverse sensory elements including heat, wind and mist.
Advances in psychology and neuroscience are driving new understandings of how the brain processes sensory data. Innovative retailers, marketers and developers are blending the findings with immersive technologies to appeal to customers in fresh and more effective ways as the digital transformation continues.
Although multi-sensory information may evolve to be less obtrusive and possibly reduce the sense of information overload, it may also be more persuasive and not always in a positive way during the digital transformation. Over the next decade, as more companies experiment with sound, sight, taste, smell and touch to communicate, they'll manipulate our surroundings to convey personalized, real-time information, sometimes without our knowledge.
As multi-sensory communication expands over the next decade, companies and consumers will learn to navigate an uncharted and complex information ecosystem. Transitioning to screenless communication tools will allow people to blend the digital and physical in more fluid, intuitive ways. Organizations will engage in rapid and open experimentation so they can quickly learn how to optimally communicate with individuals, using learnings transparently.
Building trust with current and future consumers is essential in order for multi-sensory communication to relieve information fatigue and enhance the way information is shared.
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