Fab sounding word, isn’t it… frisson? You can’t help lingering on the ‘ss’.
Often associated with goosebumps, the French term ‘frisson’ is the name given to a sudden feeling of excitement or fear, a shudder of emotion or thrill.
Some people experience it listening to particularly moving music, looking at beautiful artwork, watching The Traitors… or reading my copy, according to a client.
“It gave me goosebumps” said one Brand Manager after reading my packaging copy for Bowmore Mizunara Cask Finish.
Think about that for a second… the words she read caused the tiny muscles at the base of each hair follicle to contract involuntarily, making the hairs stand on end, creating little goosebumps.
Powerful stuff! Also known as ‘aesthetic chills’, some researchers have even dubbed this physical sensation a ‘skin orgasm’.
That’s maybe taking it a touch too far, but it is gratifying – and from a marketing and brand building perspective, fascinating – to think that words can trigger such a powerful response.
Drinks professionals, isn’t this exactly what you want from your packaging copy, web content and brand homes? Especially now, given all the challenges facing the sector.
John Ormston Copywriting 