The path to people's emotions passes through 5 senses Seeing, smelling, hearing, tasting and touching. When designing [[customer journey]] maps, [[emotion]]s should also be considered at every journey steps. Companies then use the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers' minds by appealing to their senses. For example using a specific odor in the stores or working on the specific sound made while opening a product. You can check this advertisement from Turkish Airlines that represents a good example of the activation of the senses.