Sensory Appeal is blowing up. Royal Mail in the UK has added at least two senses to their direct mail campaigns and PUR is adding flavor options to what they had previously been so proud of as pure unadulterated 99% lead free water. You get the sense that the senses are fertile ground for companies to use to get inside your brain. Speaking of which, the folks over at Caltech (as in, NASA's Jet Propulsion Laboratory) have developed a new field of science called neuromarketing. It uses brain science to understand people’s behavior as they use all of the various and sundry consumables put out into the world. The consistency of their findings is challenging some basic assumptions about marketing and economics. Neuromarketing has shed light on the processes that underlie our purchasing decisions. The physiological reality is that the rationale for our decisions is unavailable to our conscious access. Our decisions are made on the basis of intuition or unconscious processing. Their research shows that a brain’s strongest response is in Brodmann’s area 10, which is an area implicated in self-perception and social emotions. Another area continually implicated in these studies is the nucleus accumbens, which is a very basic reward structure in the brain that’s involved in everything from appetite to drug addiction. The science studying desire has been a nexus of intellectual thought since Freud made it popular in Vienna, the impressionists made it palatable in Paris, and Coke made it global in beverage form. Expect a great deal more from the folks over at Caltech and presuppose that whatever you are selling, someone else perceives in a totally different light. Unless, of course, you are dealing with light in a scientific sense.