Psychology of Marketing
Hello, AMAzing readers! Today we’ll be going through how marketers draw customers in with little psychological tactics. When you usually think of marketing a product, the main idea is how to engage your product with consumers the best. However, many of the methods you use to market your product like advertisement or social media posts, engage with some sort of psychology in order to draw the consumers to your product and brand. These different methods include certain colors or visuals, songs, keywords, and the “story” that your brand is trying to tell. Is your brand energetic or calm? Compassionate or independent? Whatever the case may be, using psychological methods in order to leave a mark on your consumers or draw them into your product or brand is important and highly effective.

Making it Colorful
What people may not realize is how important the usage of colors is when it comes to marketing your brand or product. This correlates with the “story” or message your brand or product is trying to convey. Once you figure that out, you’ll be able to figure out which colors best suit that message. This is due to color psychology. Color psychology studies different colors and their effects on human behaviors and emotions. Putting this into play, colors can affect how consumers distinguish brands and products and whether they fit their needs or wants. One example of how colors are put into play when it comes to marketing is how many fast-food chain restaurants use the color red. Red in this case is associated with the feeling of hunger and is a bold color that consumers’ eyes are easily drawn to. Another example would be the usage of the color green. Green could be associated with nature, freshness, and health. Healthy grocery stores like Whole Foods use green in their brand to promote this feeling of freshness and health to the consumers. Of course, these are only a few examples of colors that are used for psychological marketing yet prove the point of how effective and necessary small things like colors are for your brand or product.
Leaving a Mark
Ever heard an advertisement with a song that ends up being stuck in your head all day long? In some instances, this may come across as annoying. But what if that was the point? Marketers not only want to promote and draw their consumers into their brand or product, but they also want to leave a mark on them. Creating catchy tunes that end up being earworms all day has you thinking about the commercial and, hence, thinking about their brand or product. For example, imagine you’re watching a commercial advertisement for a local air conditioning company that happens to have one of those catchy tunes that you are unable to get out of your head all day. Now, when your air conditioning breaks down or is having issues, the first thing you will think of is that commercial of the air conditioning company you saw the other day because of its annoying but catchy tune. The same idea also goes for other types of commercials like sentimental ones. Creating a commercial that showcases the love of a family or real-life struggles that people are able to relate to will certainly leave a mark on consumers. Not only that, but it will create the image of human connection in their minds of your brand or product that they will always think of.
The Power of Words
Much like colors, certain words are essential when marketing your brand or product. Think of your slogan as a mini story of the message you are trying to convey through your product or brand. An example would be the Nike slogan. “Just do it” is motivational and promotes action which is fitting for their athletic brand. A simple one could be Publix’s slogan, “Where shopping is a pleasure.” Publix is a brand that promotes wellness and hospitality which their slogan gets across. Nonetheless, this doesn’t only have to apply to slogans. Using powerful words is essential when posting on social media or on your website. Keywords used for sales like “right away” or “asap” will encourage consumers to take up an offer as soon as they can because of the chance it is going away. Or if you’re promoting a brand or product that will be essential to people’s daily lives, words like “save time” or “step-by-step” would promote the idea that your product or brand will be easy for them to fit into their daily lives.
Altogether, the psychology of marketing is all based on the story or message you’re trying to get across to your target audience. Leaving an impact on your audience, even if it’s a small one, will get them returning to your brand or product. While the usage of colors or words may be overlooked, these are highly essential when conveying your message!