Have you ever seen a commercial on television that moved and touched you in some way? Do you get tears in your eyes when you think of a certain advertisement? The answer is almost certainly yes. The effect the advertising had on you can be attributed to the psychology of advertising.
Why do some advertising campaigns succeed and stick in our minds, while others simply fade into obscurity? Well, this has nothing to do with coincidence or luck. It is the result of extremely precise work that takes into account various variables, factors and particularities. In this article, we’ll explain what psychology has to do with advertising and how it affects people.
What is the psychology of advertising?
The psychology of advertising is actually the combination of many different interests and variables that attempt to predict psychological trends in purchasing behaviour.
Today, advertising is not limited to magazines, newspapers, radio, television or even the Internet. Because it is actually present in almost everything that surrounds us. We see it in the way products are displayed in department stores. It determines the color and size of potato chips and the price of clothing. You can even find his influence in the subtly spoken words on the radio. In other words, anything that makes a product attractive and grabs our attention is a powerful means of advertising.
When we buy or consume something we all try to distinguish ourselves from other people. This is a desire that stands out. We want to be different and unique. The psychology of advertising takes advantage of this desire. When these individual differences are established, other concepts such as motivation, preferences or personal judgments also come into play.
Strategies in the Psychology of Advertising
By getting to know people’s characteristics and how they make purchases, you can have a greater persuasive influence on them through the media. How does this happen?
If you’ve ever gone to the grocery store to buy a “few things” and came home with a full cart, congratulations! Because then you have been a victim of the techniques used by the science of advertising! To be more specific, sellers use the psychology of advertising to persuade buyers using the following strategies:
- Mechanical: In this first strategy, they mainly use psychoanalysis. Because this strategy influences people by repeating a slogan or an image. The continuous repetition is intended to convince the user to make a purchase.
- Persuasive: The intent of this technique for a product to outperform the competitor’s equivalent product. To do this, the advertisement provides information about its characteristics or properties and compares them favorably with other similar items. It also mainly uses creativity and personal intuition.
- Projective: This technique focuses on the models, culture and lifestyle of the target audience. Usually it describes products as something that fits the interests or opinions of an individual person. Moreover, sociology and anthropology are also important here.
- Suggestion: Finally, there is this strategy that relies on psychoanalytic technique to read our minds. So it actually focuses on a user’s anxiety, fear or stress. It tries to convince him that there is a “magic product” designed just for him.
What makes advertising that uses psychology successful?
Behind all advertising campaigns are central decisions on which success depends. With every decision, experts in the psychology of advertising conduct research. They contribute their knowledge to ensure that sales have more influence. They take into account the following factors:
- The features of the ad: what color, graphic art techniques and imagery should they use.
- Repetition: The number of times they should issue or publish it. This is one of the oldest strategies in existence. Yet it remains one of the most effective. The psychological explanation for that repetition is that the more users see or hear a message, the more it will stick in their memory.
- The price: A lower price does not necessarily mean greater sales. However, it remains an important factor (evidence is the record sales figures that are achieved almost every year on Black Friday). However, other variables also have an influence.
- The channel: where will they place the ads (radio, television, internet, etc.).
A psychologist working in sales must also take into account the consumption trends of the different age groups. Another important aspect is the direction in which the target audience is developing. For example, if we want to reach adolescents, we will have to conduct campaigns on the Internet or via mobile phones. Plus, given their age, it’s a good idea to support their identity. Because that is of the utmost importance at this stage of their lives.
The Psychology of Colors
Experts in the psychology of advertising should also pay attention to the colors of a campaign. After all, each color symbolizes something different.
- First and foremost there is white. It gives a feeling of emptiness, purity and clarity.
- Blue conveys freshness, transparency or lightness. It also has a calming effect.
- Yellow expresses strength, power and dynamism. In addition, it greatly attracts attention and stimulates the mind.
- Finally, we have green. Green symbolizes hope, nature and is also a very calming color.
Finally, we would like to mention that in advertising every small detail is essential. The psychology of advertising provides its knowledge of the human mind. That way it helps to influence and persuade people. And you are their target! The question is, will you be able to!