The psychology of advertising, with its ability to convince you to purchase something you hadn’t considered just five minutes ago, is a powerful force. Its subtle tricks can lead you towards opting for a more expensive product from a specific manufacturer, even if its quality isn’t markedly different from alternatives. This influence doesn’t merely drive sales; it actively shapes our worldview. To navigate these advertising pitfalls successfully, it’s crucial to discern the techniques employed in marketing. In our exploration, we will shed light on various methods, including those used in advertising at airports, to help you make informed choices.
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Gratitude
No one likes to feel indebted. That’s why we want to give something in return when receiving a present, even small or unnecessary. Companies producing cosmetics, cigarettes, stationery, and various food products often arrange free distribution or tasting samples of their products in stores or even in the street. Afterwards, many customers feel obligated to buy the product.
Eye-pleasing numbers
The rounded digits fit this definition: 3, 6, 8, 9, 0. Slightly less pleasant, but still well perceived are the numbers of semicircular shape: 2, 5. And «sharp» digits are perceived as the worst: 1, 4, 7. However, the number 7 is also perceived as lucky, so it can be attributed to the «eye-pleasing» numbers. The effect of «nice» numbers on the customers’ minds is not realized by them, so they would hardly suspect some sort of trick.
Imitation
The advertising also shows us how the entire crowd storm the store to buy the advertised product or how friends fight over a packet of chips. This is a subtle psychological trick beloved by marketers. It’s not obvious at first glance, and this fact increases its effectiveness.
Authority
The desire to be like someone or listen to authority often lets people to buy things they don’t need. That’s why commercials often feature photo models or famous actors beloved by many people. The more fans like that person, the more willing they are to buy the advertised product. For obvious reasons, marketers are silent about the fact that the celebrity may not use this product but just advertise it for cash.
Color palette
Various colors evoke some feelings psychologically, depending on the circumstances. For example:
- The green color is perceived as “natural”, that’s why it is used in advertising for wellness, pharmacological products, and medical cosmetics lines;
- Brown is usually associated with experience and traditionalism. It is used in advertising of goods with traditional characteristics and benefits. Brown emphasizes the test of time and lack of levity;
- The black color in advertising emphasizes solemnity, weightiness, and importance of the goods to «justify» the high cost of exclusive product;
- The white color is used with cold colors to emphasize the «refreshing» characteristics of the product and highlight its «purity» and «sterility».
Take a closer look at the design and stylistics of advertising, and everything will become obvious to you.
