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Why You Really Bought That: How Brands Make Emotional Connections With Us Through Smart Design & Visual Brnading

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A discussion on visual branding and why consumers are subliminally drawn to certain types of visual marketing and branding – and how businesses of any size are leveraging it to their advantage.

Published in: Marketing
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Why You Really Bought That: How Brands Make Emotional Connections With Us Through Smart Design & Visual Brnading

  1. 1. Mentor Speaker Series WHY YOU REALLY BOUGHT THAT. MITCH DOWELL 
 FOUNDER / CREATIVE DIRECTOR BRANDING EXPERIENCES HOW BRANDS MAKE EMOTIONAL CONNECTIONS 
 WITH US THROUGH SMART DESIGN & VISUAL BRANDING
  2. 2. Mentor Speaker Series Rational Reasons Why We Make Our Purchase Decisions
  3. 3. Mentor Speaker Series Universal Truth #1 People Make Purchase Decisions Based On How That Purchase Will Make Them FEEL.
  4. 4. Mentor Speaker Series Business Suits, 
 Uniforms, etc Certain colors, patterns, etc Jeans, Sweatpants, etc Example #1: 
 The Clothes We Buy
  5. 5. Mentor Speaker Series Apps, Software, Online Services, etc Upgrades, New Releases, etc SmartPhones, GPS, etc Example #2: 
 The Personal 
 Tech We Buy
  6. 6. Mentor Speaker Series Mercedes Benz, 
 Lexus, BMW, etc Jeeps, Convertibles, Motorcycles, etc Hybrids, Economy, etc Example #3: 
 The Cars 
 We (Want To) Buy
  7. 7. Mentor Speaker Series Italian, Chinese, 
 Indian, Exotic Foods Double Quarter Pounder w/ Cheese (Super-Sized), Supreme Pizza, etc. Salads, Fiber-Rich, Low-Fat, etc. Example #4: 
 The Foods
 We Choose
  8. 8. Mentor Speaker Series Other Emotions That May Be At Play In Our Purchases
  9. 9. Mentor Speaker Series All great company and product marketing 
 makes an emotional connection with the target audience, through as many human senses as possible. Universal Truth #2
  10. 10. Mentor Speaker Series Brand Sense #1: 
 Visually Making an Emotional Connection
  11. 11. Mentor Speaker Series Branding Colors That Often 
 Subliminally Affect Our Behavior BLUE RED ORANGE YELLOW GREEN Trust Dependability Strength Action Energy Security Friendliness Approachable Optimism Positivity Natural Serenity
  12. 12. Mentor Speaker Series Shapes That Can Often Subliminally Affect Our Behavior ROUND EDGES, CURVES Friendly, Approachable, Easy STRAIGHT EDGES, BOXY Strength, Dependability, Solid
  13. 13. Mentor Speaker Series Other Visual Elements That Can Subliminally Affect Our Behavior • The Size and Placement of the Design Elements • The Placement Of Certain Design Elements is Often Very Intentional • Different Sizes Can Have Different Subliminal Impacts • Subliminal Messaging and Imagery • The Power of Suggestion: (i.e “Drink Coke”. “Drink More Water.”) • The Power of Professional Photography:
 (i.e. For real, did your burger really look like that?)
  14. 14. Mentor Speaker Series Very Similar Products. Slightly Different Marketing. Most competing products are produced from roughly the exact same ingredients or materials - but are marketed and branded in different ways. 
 Perfect Example:
 Bottled Water
  15. 15. Mentor Speaker Series • Smell. Aromas in the store or on-site at the event location. 
 (popcorn, coffee aromas, etc) • Sound. Music or sounds relevant to your product, product area or customer profile. • Touch. Provide physical samples of the product when possible. Step Three.
 Engage Other Human Senses.
  16. 16. Mentor Speaker Series Summary. When Brands Identify With Their Target Audiences On An Emotional Level, It Can Make For a More Engaging Experience for Both Brand and Consumer.
  17. 17. Mentor Speaker Series Psst! Presentation is Over. You Can Wake Up Now ;-) MITCH DOWELL, FOUNDER / CREATIVE DIRECTOR www.brandingexperiences.com Enjoy Your Weekend 
 (as more knowledgeable, brand-smarter consumers!)

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