Psychology and Image in Advertising
Consumers have become far more savvy and somewhat cynical, particularly as they are bombarded with over 3000 advertisements each day. Advertisers are now heading into the field of psychology to use new methods to motivate customers.
The visual elements of a product, brochure or advertisement are incredibly important as consumers associate values with symbols and colours. For example, gold lettering on a wine bottle conveys elegance and wealth, whereas yellow on snack food conveys ‘fun’. In fact, consumers can be so heavily influenced, that they can believe products work better simply because of the packaging. For example blind tests done on the same washing powder in different colour boxes found that the yellow box was too harsh on their clothes, the blue box was not strong enough, but the powder in the yellow AND blue box was the most effective by far.
When selling a product, advertisers do not just use product features as motivation for consumers, but rather they focus on how the product will make the user feel, act or look. The latest ab machine isn’t sold on the fact it has 10 new positions, it is sold because customers ideally want to have a healthier lifestyle. The same theory applies to wine. Even though some consumer will confess they cannot tell the difference between high priced wines and $3 jobs, they will still buy expensive wines as they portray the right image of elegance and sophistication. You can’t turn up at a dinner party with a $3 bottle of wine!
Image can be a deciding factor on whether to even use a product. When packet mix cakes were first introduced, users needed to only add water. However, housewives at the time felt like they were taking short cuts, so they would add a ‘special touch’ of oil or an egg to make it their own. This would make them feel like they were still going to a little effort however it also meant the cake didn’t work and they stopped using the product. So the marketing strategy changed to accommodate this image and this is why most packet-mix cakes today have 3 ingredients that need to be added.
Association is another powerful tool that advertisers use. It allows advertisers and marketers to associate a set of values to a product or brand. Building a brand is a very effective way of doing this over a long time frame. For example, until recently Kellog’s Special K advertisements made no mention of the exact ingredients of the product, yet is heavily linked with health due to the use of young, slim, healthy women. Brands can also set a company/product apart by giving it a distinct character. A customer begins to associate the name, quality and reputation of the company with any advertisements or other points of contact they have with the brand. Consumers can build a relationship with a brand and become fiercely loyal even though specific products may come and go.
It is also important to build trust into your brand. Most consumers have been disillusioned with false promises from advertisements or products not meeting their expectations. Therefore reputation and quality of service are paramount. Be honest. Offer only what you will deliver and build sustainable relationships with your consumers.
Motivation and association are now the advertiser’s main tools in order to break through the clutter. While portraying the right image for both the product and the brand will ensure a lasting relationship with consumers for years to come.