The tried and true marketing and advertising acronym, AIDA, is an advertising effect model that identifies stages that an individual goes during the process of purchasing a product or service. The acronym stands for Attention, Interest and Desire, which results in Action.
But exactly how do marketers manage to convince us, the consumer, to respond to ads in the manner they want us to?
Thomas Dolby’s 1982 hit “She Blinded Me with Science” gives us a clue. In the song, a woman uses the science of attraction to get her man. The answer, as the mad scientist in the music video screams, is SCIENCE! Specifically, the science of psychology.
Marketing people have been using psychology to influence consumer behavior for years. After all, the more you understand how the human mind works, the better you can make informed decisions on what creative content and layout works.
For example, cognitive fluency tells us that people prefer the most simplistic content and avoid information that appears to be complicated. According to a study by Microsoft, the average attention span is 8 seconds in today’s digital world. This explains why emojis are so popular. (1. See Footnote below)
Another example is the use of color. Blue indicates loyalty and trust while red indicates passion and energy. Yellow can be either a warning or indicate bright optimism. Orange represents fun, adventure and excitement. If you want to show respect to Mother Nature, green will do just fine.
These are just a few examples of the science behind the creative. To learn more about how to better influence your audience, please call 302.543.8533 or email us to schedule a free consultation.