How does psychology impact the branding strategy?
How does psychology impact sales?
Did you know that 52% of shoppers abandon sites and do not return because they dislike the overall aesthetics?
That is the reason why it is so important to develop a successful design. Beauty moves us to take actions! Our brain plays a vital role in the buying and selling process.
This explains why consumers make decisions that violate standard economic assumptions. The judgement and decisions sometimes are not either rational or optimal. Based on a psychological principles, studies show that people receive and process information in different ways.
According to the Gestalt Psychology, the human perception is not just about seeing what is actually present in the world around us. Much of what we perceive in heavily influenced by our motivations and expectations.
I had the pleasure to speak with Linda Righetti, friend and colleague from Italy, who is a Licensed Professional Psychologist in Verona.
She explained how the reality we perceive is influenced by the familiarity of our experience from the past. Our minds tend to perceive objects as part of a greater whole and as elements of more complex systems. Our memories and current state of mind, for example, influence us on how we perceive the reality at a specific moment.
Linda emphasized how our emotions play a pivotal role. Our behavior is profoundly dependable to the emotions and feelings in a moment.
When we look at a picture for example, an image can trigger different emotions for different individuals. These feelings are related to our memories and experiences from our past.
Here comes the psychology of colors! In fact, colors are important because they arouse different emotions.
But how is all this related to marketing?
It simple! We all are consumers and human beings at the same time. We are affected by feelings and emotions; as a result, we make irrational buying decisions.
For a successful business strategy or advertisement campaign, marketers must take into consideration the psychology of Gestalt as well as the psychology of colors.
First, knowing your target audience is imperative. What are the costumers’ needs? Build a buyer persona! Then, develop a marketing campaign considering the psychology of Gestalt. The key is to include the right images with specific design elements in your visual material. Think about which type of emotion you want your customers to feel. Build a story with your images. Push the customer to relate to your message and influence their buying decisions.
As we said before, our decision-making is largely driven by innate biases and emotions. A marketer needs to study those bias behaviors to implement a successful strategy. We can see from the image how the psychology of colors impacts consumers’ impressions of a brand. Colors can make the difference between whether a consumer considers your brand or another when it comes to making a purchase.
Colors show your brand personality and it is the first element the customer will remember. Make sure that your brand strategy doesn’t underestimate those aspects; it will help you convey a better impression and customers will never forget you!
TIPS by Inspyr:
Make your design beautiful at all costs
Know your target audience and consider the psychology of Gestalt
Use the right color for a specific feeling and emotion
Stand out with a branding strategy to be remembered!
