But this is only the first step. Brand personalities, on the other hand, are special. They have a charismatic character that provokes an emotional response. American Airlines has a strong identity, but Virgin Airlines has personality. The functionality of a product is about practical or superficial qualities only.
Sensorial design is about experiences.
Functionality can become trite if its appearance and usage are not also designed for the senses. Many marketers design for maximum function or visibility and not for the real experience of the consumer. Design is about human solutions, based on innovation that presents a new set of sensory experiences. Creating product identification by stressing product benefits is only relevant if product innovations are memorable and exciting to consumers. Absolut Vodka, the Apple iMac, and Gillette razors are brands that are focused on presenting fresh shapes and sensory experiences consumers appreciate.