The design of the products is not a trivial matter, it is not an element to determine without further ado which is prettier or uglier or which more or less pleasant. Design is a very powerful tool for reaching consumers and one that brands have to play with if they want to get the most out of the elements they present to potential customers.
The design works as a tool that helps to highlight the most outstanding characteristics of the product, which provides different added values (there are, for example, the brands that make their products appear more luxurious or more exclusive by playing with different colors and fonts to the time to create the packaging) or that makes the product stand out in the midst of an avalanche of similar products.
But not only can it work at these levels: the design also has a much less controllable effect on the part of the consumer, one that works at much more primal levels. Neuroscience has shown how design can dramatically change consumer perception of things.
As Vicky Bullen, CEO of the design agency Coley Porter Bell, has just explained, and as Warc notes, neuroscience can help brands create stronger and more solid visual identities that stand out more strikingly in a world in the one that consumers are increasingly exposed to visual messages.
Consumers are ‘hardwired’ to decipher visual messages. In fact, according to Bullen, the brain of human beings is programmed to unravel these messages and communicate using them, in a faster way than writing. Egypt WhatsApp Number List Images are therefore the main element of thought. According to the expert, 90% of everything that is processed automatically by the human brain are visual elements that have simply been viewed contextually, and this is what makes betting on design so important.
Decisions associated with design are made by the subconscious.This reality causes the design to have an effect on the consumer that works at a much less rational level than other elements. As the expert points out, “great design has the power to persuade and influence decision-making, almost unconsciously”. If it is the brain automatically that processes this information, there will be no barriers that stop the assimilation of the message and the elements it wants to transmit.
Consumers learn by association.One of the ways to achieve these goals is to make the design commune with certain elements of how the human brain works. One of them is the fact that it is learned by association. When you see one thing that is reminiscent of another, the second is associated with the first. If the associations created are chosen well, you can have half the way done since consumers will simply exchange what they know from one side to the other.
One of the examples that the expert gives to understand this reality is that of the Virgin Atlantic campaigns. The airline uses cinematographic genres to create the posters that promote its new destinations, which makes consumers associate with those destinations what they have already internalized – after decades of watching movies – with those films.