Recent research reported that consumers tend to use their emotions to assess brands. Instead of using product or service information like features and facts, neuro-imagery scans customers tend to base their purchase decisions on their personal feelings and experiences.
This is what emotional marketing takes advantage of. It refers to any marketing and advertising effort that mainly utilises emotional appeals to make a target audience recognise, remember, share, and buy a company’s products or services easily.
One effective way to create an emotional link with consumers is through graphic design. Using powerful visuals is the simplest yet long-standing method of translating something intangible into a recognisable and perceived reality.
People Are Wired to Value Images
Across several online platforms, powerful and compelling images have been proven to boost performance and engagement. Indeed, “a picture is worth a thousand words,” even in today’s digital and “online first” era.
Take purchasing radio control yachts, for example. A striking image of a sleek, high-performance yacht gliding across the seas helps buyers visualise its appeal and quality more effectively than words alone.
In fact, neuroscientists reported that after three days, people can recall only 10% of the information they heard. However, if pictures are involved, their recall rate will increase to 65%. This phenomenon is called the “Picture Superiority Effect” (PSE).
In his book “Brain Rules,” Molecular biologist John Medina added that human PSE is an “Olympian.” He explained that it has been reported that even after several days and despite only 10-second exposure, people can recall 2,500 pictures with 90% accuracy.
A study conducted at the Massachusetts Institute of Technology (MIT) has also suggested that images impact emotions faster than words. The researchers found that people can identify images in 13 milliseconds.
This instantaneous response could be due to the fact that our eyes hold 70% of all sensory receptors we have, and 50% of our brain takes part in processing visual information. These help us process images and understand a visual scene 60,000 times faster than text.
Additionally, images impact people’s emotions more than words. When people see images, the brain activates not only its visual cortex (responsible for processing information that people “see”) but also the brain region for emotional processing and physiological reactions.
These aforementioned claims make effective graphic design an integral part of emotional marketing. To understand this further, let’s discuss how visual experience can affect consumers’ behaviours and decision-making.
Colour Psychology
Colours are an indispensable part of graphic designing and emotional marketing. They’ve been known to influence peoples’ moods, perceptions, behaviours, and even purchasing decisions. Recent figures even showed that 85% of consumers are heavily affected by a product’s colour.
For instance, an Indian study found that:
Hard colours (orange, red, and yellow) make things bigger and closer, so they can quickly grab one’s focus. This could make consumers easily excited and overestimate time. This is also in parallel to another study that states red and orange are among the colours that drive people to engage in impulse buying.
Soft colours (blue, green, and violet) make things look smaller and further away. Although less visible and hard to focus on, they can help consumers stay calm, concentrate, and underestimate time.
Typography
The style and appearance of any printed source, also known as typography, can also impact consumer behaviour. For example, a font that’s too complicated and illegible can frustrate customers, which will likely cause them to stop engaging with a product.
On the other hand, a well-chosen font that is easy to notice and read can attract customers’ attention and will likely convert into sales. The same goes for websites and apps. A good font style can improve overall user experience (UX).
Customers who experience a positive, seamless UX are more inclined to engage deeply with the brand in multiple ways. In most cases, they’re more inclined to make purchases, recommend the brand to others, and return for future visits.
Imagery
Most consumers are attracted to relatable images. When they see images or products that reflect their lives or challenges, they feel an emotional bond. They feel understood and validated, which makes them more inclined to trust and engage with the brand.
For example, an eco-conscious consumer might be drawn to sustainable packaging because it aligns with their personal values and lifestyle. Similarly, a bodybuilder will get more attracted to products featuring images of toned muscles rather than slim figures.
Relatable images can also serve as a visual cue that the product might offer a solution to a consumer’s specific needs. For example, a female teenager with acne will be interested in products with packaging showing similar skin conditions to her.
Moreover, brands that showcase relatable imagery often appear more authentic and transparent. For instance, showing models with acne for an acne treatment line feels genuine and trustworthy, unlike overly idealised or unrealistic images that might create scepticism.
Final Thoughts
Graphic design plays a key role in emotional marketing. Creating high-quality, compelling images can tap into consumers’ feelings, memories, and personal values. For companies, these drive brand recognition, consumer engagement, loyalty, and ultimately, sales.