These days, we expect to be inundated with ads every time we queue up a new show or log onto social media. However, you might be surprised to learn just how many ads you actually see. Recent estimates indicate that the average person can be exposed to up to 10,000 ads in just a single day! With this level of saturation, only the very best ads are going to be able to stand out and actually capture audience interest.
Because of this, advertisers are tapping into the psychological motivations behind buying and learning how to tailor their advertisements to meet these needs. This entails using the proper fonts, colors, and language to elicit emotions that cause people to buy. Take a look at the examples below to get a better understanding of advertising psychology and how you can use these tips for your own personal brand.
Some general points to understand include:
- Emotions and Color: The type of color you choose for your brand logo, color scheme, and advertisements elicits different emotions. For example, the color red represents feelings of excitement and energy (Coca Cola, Netflix), while the color pink represents passion and creativity (Lyft, Baskin Robbins).
- Emotions and Font: Similar to color, the font you choose for your brand can also appeal to people on a psychological level. For example, serif fonts such as Times New Roman and Baskerville indicate tradition and stability, while Modern fonts like Century Gothic and Futura are seen as strong and innovative.
- Buyer’s Thought Process: It’s important to understand that most consumers use a combination of two thought processes when deciding whether to buy something; the Consumer Processing Model (CPM) and the Hedonistic Experiential Model (HEM). The CPM deals with a logical weighing of the pros and cons of buying an item, while the HEM appeals to consumers on an impulsive, aspirational level.
- Pricing Tricks: You’re probably familiar with the classic trick of pricing an item at $9.99 instead of $10. Well, there is actually a name for this practice: charm pricing. Charm pricing works by subconsciously convincing the brain that we’re getting a better deal. In contrast, prestige pricing is the practice of rounding prices to the nearest whole number to simplify the thought process and cause a feeling of “rightness.”