An average person is thought to encounter more than 10,000 advertisements every day. Some commercials interrupt our favourite television shows, ads that play before a movie starts, audio commercials on radio and music apps; posters stuck onto the wall. All these basic advertisements have a lot of strategic planning behind their existence, and most of it has to do with the word ‘psychology.’
Psychology doesn’t just help us better understand others but can be used to influence others when appropriately implemented. Since we are exposed to a large number of advertisements, companies put in a lot of effort to grab the audiences’ attention.
Colour plays a vital role in the attractiveness of the advertisement. It is a powerful tool, as the hues can elicit different feelings from the audience. One of the most used techniques is depicting the problem in grayscale and the impact of the product in colour. This tactic is used in advertisements ‘before and after’ comparisons. They represent the problem in black-and-white and the blissful after-stage in colour, and this is surprisingly effective on the audience. Since there is a substantial visual contrast, the audience makes a quick subconscious assumption that the product works well.
Colour not only influences our perception but also creates brand recognition. For example, avid social media users may associate the colour blue with Facebook. Studies show that changing the call-to-action button of an online ad to yellow from a light green can increase conversion rates by 14.5 percent. A coloured border around a Facebook ad image can also double the click-through rate. Every colour depicted in an ad has a specific purpose: generating the required emotions. For example, blue is calming while red is used to express passion, intensity, anger, or excitement.
Negative framing can be effective when executed properly. Humans are built to avoid pain, and fear motivates us to buy products. We notice negative stimuli; thus, negative advertisements can lead to impulsive buys. While negative advertisements grab attention, positive advertisements are more remembered.
Ads are more remembered when they include something nonsensical since they disrupt expectations.
Another strategy involves anchoring bias, which triggers the impulsive behaviour of the audience. An individual tends to latch onto the first piece of information provided and use it as an anchor or benchmark to make subsequent decisions. Seeing reduced prices or signs like “limited offer only”, “one day offer” or “few pieces left” emphasize that time is critical, and the audience needs to act fast or they would miss it.
People are more likely to buy a product when there is social proof that other individuals have profited from the investment. Audiences are more attracted when the companies provide them with testimonials or use indisputable logic in the appearance of an expert. Phrases like “9 of 10 dentists recommend”, “doctor’s number one choice” or “3 out of 4 moms trust” can influence the customers.
Another strategy that works surprisingly well is starting out with something small and then making the audience sign up for bigger things. When businesses make customers sign up for something small, they may increase their ask to include bigger things. For example, signing up for a free class in the present can motivate them to pay for a cheap class in the future.
The usage of catchy phrases and songs is an advantage. All of us sang the Amul song while it played, and the phrase "Bunty, tera sabun slow hai kya?" paved its way into our minds.
These are some of the strategies advertisements use to grab people's attention and attract the audience their way.
~ Chandana Bonagiri
References:
1. 7 Easy Marketing Psychology Tactics that Work (+26 Examples). (2022, July 26). WordStream. https://www.wordstream.com/blog/ws/2021/04/23/influence-buyers-marketing-psychology
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