When most people think of Subconscious marketing, they think of science fiction and brainwashing. However, the term can have positive associations as well, and it can change customers’ perceptions when used ethically.
The Two Sides of Subliminal Advertising
According to Harvard research, the human mind can unconsciously register words that flash across a screen too fast for the conscious mind to observe. This was a significant breakthrough because it showed that consumers didn’t have to register an ad for it to be effective.
While the technique has many benefits, there’s also a dark side to Subconscious marketing. A method that uses flashing images and words can put an idea in the viewer’s mind without their even realizing where it came from. That idea has some unpleasant connotations, and thankfully, most countries have banned the practice. There are ways to use the same ideas to enhance a marketing strategy and effectively control customers’ subconscious judgments about the company. If a company owner is looking for innovative ways to get ahead of the competition, the below techniques may be beneficial.
Reworking the Corporate Logo Design
The company’s logo is an extremely important branding tool. Whether or not customers know they’re doing it, they will inevitably judge the company based on its logo and other graphic styling cues. To make the most of that fact, the company should use its logo to convey an important message. Some shapes make strong suggestions to a person’s unconscious mind, and many unique logo designs use white spaces and lines to portray a hidden meaning. It’s a brand strategy commonly seen in logos from world-famous companies, but thankfully, this strategy can be used by a business of any size. When a company reworks its logo, it’s the perfect chance to say something to potential customers.
Use Color to Gain an Advantage
Any discussion on graphic design would be incomplete without a mention of color. Every color has a different subliminal connotation, and using it wisely can help a company enhance and change its image. Below are a few Subconscious marketing messages sent when certain colors are chosen.
- Red. It signifies urgency, defiance, strength, and courage.
- Yellow. This optimistic color denotes friendliness, creativity, and youth.
- Green. It’s a relaxing color that has connotations of restoration, health, balance, and the environment.
- Purple. It’s the traditional color of royalty and also signifies quality, luxury, and spirituality
- Blue. This color signifies intellectualism, logic, communication, loyalty, and coolness
Colors can be used in Subconscious marketing in a variety of ways. For instance, an art supply store could be painted a cheery shade of yellow, or a yoga studio could be painted a pastel green.
Consider Product Placement
This Subconscious marketing technique occurs when a company pays filmmakers and TV show producers to use its products. A common example of this is when sitcom characters drink a certain soft drink or when billboards show real ads. This is very effective, as viewers subconsciously make an association between the product and the characters’ lifestyle.
Getting a top-level product placement can be a real budget-killer, and it’s typically not within the reach of startups and small businesses. However, an owner may be able to tweak this method for smaller-scale benefits. Consider working with a blogger or local media outlet to practice product placement without breaking the bank.
Think Before Choosing Advertising Models
When a company shoots photographs or videos for use in a future marketing campaign, the advertising team should give great consideration to the people they choose to star in them. While this type of judgment may seem superficial, it’s based on biology. Everyone makes inferences about a company’s services and products based on outward appearances. Many people make subconscious assumptions about the product being advertised, which is why most Subconscious marketing involves physically attractive actors and models. While it’s not necessary to photograph beautiful people, it’s important to think deeply about how the actors and models fulfill the target market’s ideals. Minor changes to accessories, clothing, and hairstyles can make a significant subconscious difference.
While there are plenty of dishonest ways to engage in Subconscious marketing efforts, the white-hat approach is infinitely more effective. Skip the flashing images and words to the sci-fi movies, and use these four methods to improve customer satisfaction and increase sales.
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