Advertising psychology – how to effectively intrigue your viewers

What is advertising psychology?

That is, by interesting the readers with a given message and engaging them emotionally, we convince them to buy a given product or use a given service. In a sense, this is implementing manipulation tactics that use the typical characteristics of advertising recipients.

For this purpose, we use not only various marketing tools, but also market research, thanks to which we can more easily reach the minds of readers. In this way, we are able to forecast behavior, predict it and, consequently, influence trends.

Knowledge of the psychological mechanisms that drive people’s behavior in the context of consumer choices is very important knowledge that allows companies to effectively convince the customer that they need a given product.

Advertising psychology “helps” customers make optimal choices, in accordance with their needs and expectations. The basic factors that a specialist in advertising psychology takes into account are the age and gender of the potential customer, their education, financial status or interests.

Is advertising psychology important in the context of brand promotion?

Advertising psychology is not a new concept, because in fact it was created not much later than advertising itself. Psychological conditions play a large role in preparing advertisements or campaigns, and even in the case of creating, for example, a website or a mobile application.

User Experience is becoming increasingly important, i.e. creating the entire experience of a user using a website or application. Comfort and convenience of use, intuitive interface, clarity, easy navigation – everything that is supposed to keep the user’s attention is closely related to psychological conditions.

It is worth emphasizing that the psychology of advertising is a comprehensive approach – it is not enough to show the customer an attractive side and arouse their interest. It is also crucial to create in them the need to buy a given product, i.e. show them that something they may not have even thought about before is necessary for them.

Example 1 – nudity in advertising – will a naked woman sell anything?

Scantily clad models on posters, billboards, banners of companies completely unrelated to the beauty industry – it is hard not to notice such advertisements in public spaces. For a long time, it was believed that nudity and sex could encourage potential customers to buy almost anything.

Although this is of course a very primitive marketing strategy, it is also a great example of advertising psychology. The mere presence of an attractive woman (and similarly a handsome man) has a positive effect on the perception of the advertising message.

Example 2 – colour and purchasing decision

In advertising psychology, many factors can be decisive. It can also be colour – over 90% of respondents believe that colours have a significant impact on purchasing decisions.

Product packaging can be of great importance – light packaging seems larger, items in warm colours – higher. Bright and citrus colours are associated with change, development, a breath of freshness. A product placed on a blue background will seem better quality than, for example, one on a red background.

A few years ago, during a Google experiment, 50 shades of blue were tested and it was proven that a certain shade of blue most encourages Internet users to click on the button.

Or maybe advertising psychology is unethical manipulation?

In some industries, the concept of advertising psychology does not enjoy a good reputation. Just think of salespeople who, using not very sophisticated but cunning and effective tricks, push products of varying quality on unsuspecting people. Who among us does not know someone who bought unique pots or a set of bedding offered by a telemarketer?

Advertising psychology often exploits human naivety and crosses ethical boundaries. That is why it is so important to stick to previously established standards when using advertising psychology.

How to use consumer behavior when advertising your products and services?

To effectively use advertising psychology in your marketing activities, start by preparing a precise profile of your target customer. Such a profile should include demographic data, as well as interests, etc. The more information you collect, the better.

Once you have the data, remember to prepare segments to which you will assign customer groups. A precise advertising message must be appropriately adapted to the beliefs, values, and attitudes of potential customers.

Then observe, analyze, prepare surveys, study customer habits. Monitor your customers’ activities, collect their opinions, e.g. by tracking comments and remarks. You have many analytical tools at your disposal.

Once you analyze the data, you can start testing the effectiveness of your ads and content. Run campaigns on social media, send newsletters. Customer engagement and reaction will show you whether your advertising message is being received as it should.

Also, don’t forget to constantly compare your effects with the competition. Correctly implemented, all of the above steps will help you exist in a highly competitive market.