8 Ways Psychology Impacts Branding Decisions

17 Jul 2018


When branding your products or business, it is important to consider human psychology in your designs. There are always a number of psychological factors at play that determine how well branding is received.

  1. Humans are impulsive by nature

Like it or not, humans are programmed to make decisions quickly which sometimes means being impulsive. This can be used to a marketer’s advantage as impulsive purchase decisions can lead to your product or service being bought. Calls to action like “subscribe now,” “try now,” or “buy now,” work exceptionally well as they play on the customer’s innate weakness.  

  1. People Process Images Faster Than Text

This is an important psychological factor to consider when designing stickers, labels and decals as sometimes the visuals you use are the only opportunity you’ll get to woo the customer. People do think in pictures after all so your visuals could make or break customer buy-in. 

  1. The Colour Blue is Linked To Trust

There is a significant psychological link between the colour blue and feelings of trust. Adding blue to your branding is a good idea if you would like to invoke feelings of trust from customers.

  1. Good Copy Goes A Long Way

When developing branding, it is worth your while to hire a professional copywriter to get the wordy bits right! Use of the right words goes a long way in building trust – authentic, certified, loyal and official are just some examples of suitable words to use.

  1. Repeat Business

Also known as the “foot in the door” technique, marketers can rest assured that when a customer says yes to subscribing to an email sign-up or free trial are highly likely to repeat this positive behaviour again in future.

  1. Price Matters

How you value and price your product or service can have a psychological impact on customers down the line. For example, if someone is shopping for a couch and decides their budget is R2000, your couch going for R3999 will be way over budget. However if that customer saw a ‘marked down’ price of R2500, even though it is over budget they would likely still purchase it.

  1. All Decisions Are Based Off Emotion

Every single decision humans make is based off of and informed by emotions. Marketers should not attempt to elicit an emotional response but rather align campaigns and products/services themselves with the emotion customers may be most inclined towards.

  1. People Behave How They’re Labelled

It is something of a self-fulfilling prophecy – we see ourselves through others perceptions, so what others tell us we are is generally how we will behave. Therefore, it is ok for you to tell your customers who they are, what they believe and how they should act through your messaging. This will determine whether or not they will buy your product or service.

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