Added: 07/22/2005 |
One important hint on ad designed from psychology point of viewPeople have an assortment of the psychological peculiarities, which greatly influence their perception of the surrounding world. Those inborn peculiarities of the human mind cannot change or be enforced on people. Such attempts are never successful. However, they can be successfully used. Frequently, the effect of the advertising and promotion of products depend on how skillfully those peculiarities of perception the advertisers apply.
There is no use trying to change the customers or make them fit for your products. Any goods or their advertising campaigns, even if they can develop new desires, concepts or necessities, have to fall in line with the psychological peculiarities of the customers.
One of such peculiarities is the ability to perceive first, the overall view of things and, only after that, its details. People always first perceive a situation, thing or an object, and only then move on to perceive their components. A flower bouquet is a good example of it. A person first views the whole composition and only then pays attention to the flowers it consists of; or, when someone visits your home, office or store, they first see the overall design, get certain feeling or opinion on it, and only then, they start noticing the details, such as furniture, pictures or wallpaper color.
Such psychological peculiarity is crucial for the advertising or the product design or the company integrated image, since people are not able to perceive the overall picture through estimating and putting together parts of it.
Many advertisers make mistakes by starting their ads with the details. It is very often the case of the radio or printed ads. Sometimes, ads start with the company's name, its location, phone number or work hours information. However, all this information is secondary. Those are only details. The matter of first priority is the product or service you sell and their qualities, prices, etc. Only such information can really interest people enough to make them want to visit your store or office or find out your phone number to make an order.
The advertisement must start with the information about its main subject and the details have to follow. Otherwise, it will not be able to hold the customers' attention. When you finally get to the information on the main subject, they will stop reading or listening to you.
Due to, this aspect of the human nature, the design of a product or an advertisement is crucial. If your product has an unusual form or design, for instance, if the lamp has the shape of a vine bottle, and the customers cannot understand what it is, how it functions without being explained, it may turn them away from your product.
Furthermore, if your advertisement is too intricate and fanciful, so that the customers have to take some time to figure it out, it may not be as effective as you want it to be. The customers in the US, unlike the European ones, do not like such advertising. They want it to be clear and understandable at the first glance.
This psychological peculiarity is important to consider, when creating the integrated company image and forming its brand asset. Your integrated company image has to be present in all your advertisements, or it will turn out to be perceived by the customers as broken and they will hardly remember it.
All the products, their advertising and promotion always must be customer oriented and not the other way around. The advertisers should consider all the different psychological peculiarities and motives of their customers, before they engage in designing the ads.
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