Marketing For Emotional Response

Click, connect, and engage. Isn't that the goal of digital marketing? A  powerful tool often overlooked is that emotions can be the driving force in your marketing. Why? Because, in most cases, the emotional connection is more significant than logic and reason. When interjecting emotion into wording, color, and other psychological triggers, this marketing style becomes not just a strategy but also a science. The use of emotional motivators will have a substantial impact on creating value for your customers. 

Hundreds of these emotional motivators will drive consumer behavior, and while some will vary depending on industry or brand, a common thread runs through most categories - we're all human. And as humans, we seek out specific needs such as emotional connection and identity. (For those familiar with Psychology 101, consider Maslow's Hierarchy of Needs.)

Read The Message

Let's look at some examples in wording and reaction:

While the choice of words will affect consumer interest, the overall feeling will determine acceptance or rejection within the first two to three seconds. Naturally, happiness creates the most positive response; we're human and highly value our feelings. Additionally, we're more likely to share with others. Think social media.

Ads that instigate the reader to feel a particularly intense emotion are the most successful. It may be creating a triumphant message for your target audience. Or, perhaps, it made them angry. The content that reaches the depth of emotion will be the ones that go viral.

Emotional connection should include every function in the value chain, from product development and marketing to sales and service.

Color Me Curious

The results of color use and the particular hues chosen will drive a consumer to interest or repel completely. Human behavior responds to specific colors affected by culture and personal views. Did you know our brains cue from color? A perfect example is the soft pink or subtle green hue that calms our mood. Green ink will help you to remember positive words, while red ink will signal negative comments. Appetite can enhance with red, orange, and yellow and suppressed by gray, black, or brown.

Below is a list of uplifting colors to consider for logos, design, packaging, and ads:

• Yellow - optimism, clarity, and warmth used by, Subway, Ikea, and Shell
• Orange - friendly, cheerful, and confident, used by Nickelodeon, Nickelodeon, and Gulf
• Red - excitement, bold and youthful, used by Kellogg, Target, and Coca-Cola
• Purple - imaginative and wise, used by TacoBell, Barbie, and Hallmark
• Blue - trust, and dependability, used by Facebook, Walmart, and Hewlett-Packard
• Green - peaceful, growing, and healthy, used by Starbucks and WholeFoods 
• Gray - balance, calm and neutral, used by Apple, The Times, and Puma

How often have you or someone you know reached for a product because it was a favorite color? Research shows that 93% of consumers make buying decisions based on a product's color, look, feel, and brand. In addition, an item's texture will carry 6% of the decision, with 1% coming from sound or smell. Finally, our senses reflect upon our emotions and will evoke a sense of pleasantness or dislike.

Closing Thoughts

These days, industries have become more competitive with shorter life cycles, requiring marketing strategists to pull out all stops to win their sales from competitors. Psychological triggers and strategies directed toward emotions will serve you well.

“You can do this!”

Matthew