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Get In Touch With Your Sensitive Side

Advertising that enables cut through to the consumers usually encompasses emotion. How do you feel bout that?

As humans, we rely on information AND emotions to help us make decisions around brand purchases. Therefore, consumers that have an emotional response to advertising and more heavily influenced to act. Neuroscience has proven this train of thought, with researcher Douglas Van Praet stating a startling truth: “we don’t think our way to logical solutions. We feel our way to reason”.

One of the strongest emotions brands want to connect to is that of happiness. Being associated to smiling, laughter, happy customers and positivity has been proven to increase customer/user engagement. No wonder cat videos are shared so frequently!

The opposite to this is obviously connotations around sadness. As brands increasingly recognise the power of emotional content, the move to create inspirational and moving ads has also grown. This kind of advertising is particularly effective for charities. Save The Children’s ad, reflecting on the effects of the Syrian crisis and a child’s upbringing in the UK was particularly powerful, provoking a wide array of emotions of the viewer.

With happiness and sadness at either end of the spectrum, those emotions in the middle should not be left unnoticed; fear, surprise, anger, disgust, love, inspiration and motivation. All are just as powerful as each other, but the way in which they are utilised will ultimately determine the ads effectiveness via engagement, brand association, and customer follow through and action.

With all of this in mind, how to you emotively communicate to your customers, clients, and partners? What rate of cut through do you have with your emotion-fuelled messages? More importantly, what message do you want to convey?