Written by Abbey Rouch
Have you ever wondered if your branding impacts the way people see you? Designers who work in branding have the glorious job of creating a design that is easy to remember and relate to. Needing to evoke the right emotions, some might say branding is the trickyist field in which to work. The power of a logo to elicit an emotional response can have a resounding effect on the way customers and potential new customers view your brand. To understand how brands can seduce their audiences, you first need to understand how our minds work. Why some ads are so effective at changing human behavior?
Why Does the Brain Matter?
Brands invest in advertising because they ultimately want to change buying behaviors. Ever since marketing began, professionals have been using human behavior and motivation to create products, logos, and services that appeal to the directed customer. These strategies have helped identify the right demographics and psychographic information. Every business that is seeking to create a lasting impact needs to be mission-critical in its branding techniques. Whether you value brand loyalty or customer experience, it is vital to create simple brand messages toward building a lasting brand-customer relationship.
Evoking Emotional Responses
Did you know that visuals like logos are designed to evoke emotional responses, just as your marketing efforts establish loyal customers? ‘Emotional connectivity' that becomes brand loyalty is what true brand experience is all about. To customers, the brand’s uniqueness is what makes it stand out. The easiest way to do this is to create a memorable brand name that drives the customers' decision-making process.
How Decision-Making Relies on Emotions
These days having a website is non-negotiable. It is not only useful in providing information that will help consumers but also in resolving issues that could have a significant impact on how they perceive the brand. Adapting to the changing times through these platforms quickly becomes an avenue for consistent customer engagement and strong branding.
Why are colors important? Color can be a powerful tool in your branding decisions. For instance, cool blue is the best hue for conveying professionalism, while red and yellow are to provoke hunger. Nearly 85% of consumers cite color as the number one reason for buying a particular brand. Color is the driving force behind brand recognition.
“Feelings are a reflection of emotion, and emotion always comes first."
How Emotions Are Processed
We cannot control our emotional responses, even though we might be able to control how we respond to them (facial expressions, crying). “Feelings are a reflection of emotion, and emotion always comes first." Emotions are first processed subconsciously and then move into our subconscious. Our bodies are hardwired to protect us from discomfort and pain, which is just another biological response that can jumpstart our reaction before we even realize what's happening.
You've Been Seduced
While it might seem like you've been manipulated, it's actually your brain that is bending to the effects of advertising. Emotions and feelings associated with these emotions influence beliefs that, in turn, influence our attitudes- the final step in changing our behavior to favor a certain brand.
By understanding the emotional impact of creative branding and how attention-grabbing messages affect your attitude, you can take back control and create your branding /advertising that seduces and ultimately, sells.