The Psychology Behind Marketing

Emotions are a powerful driving force behind human behavior, including our choices as consumers. Understanding the psychology of consumer behavior can be a valuable asset in the implementation of marketing strategies. There are a variety of psychological principles that come into play, but overall, it is all about the feeling we get from an experience. If a customer has a positive experience with a brand, they are more likely to continue to be a customer, but if it was a negative experience, expect some strongly worded reviews as well as discontinued business.

Positive Association

Consumers remember how a brand made them feel. If consumers develop a positive association with your brand, it is more likely to increase their brand loyalty. Oftentimes, we don’t have a clear explanation for why we like a certain brand; it is more a feeling. If we have a positive experience with a brand, we will subconsciously favor that brand. Personalization can increase this positive association. Tailoring to the consumers’ specific needs, wants, or interests creates a sense of exclusivity and makes the consumer feel special. 

Reciprocity

Oftentimes, there are several competitors in the industry in which we are making a purchase. Imagine purchasing a product, and you are surprised with a high-quality free gift with your purchase – something you actually may use and not just toss right away. This triggers what is called the norm of reciprocity. In simpler terms, you feel an obligation to return the favor to this brand by continuing to be a customer. Your brand loyalty with this retailer increases and you are more likely to want to continue purchasing from this brand in the future because they were so generous to give you a quality free gift. This is why reciprocity works with promotional products. Just make sure you choose a high quality, useful, and relevant product for your customers. 

Color

Even color plays a role in our feelings toward a brand or product. According to Iconic Fox, every color has positive and negative emotions associated with it. Let’s take a look at Iconic Fox’s color analysis.

Red

Personality Profile: Bold, Adventurous, Energetic
Positives: Power, Passion, Energy, Fearlessness, Excitement
Negatives: Anger, Danger, Warning, Defiance, Aggression, Pain

Orange

Personality Profile: Adventurous, Competitive, Disaffected
Positives: Courage, Confidence, Warmth, Innovation, Friendliness, Energy
Negatives: Deprivation, Frustration, Immaturity, Ignorance, Sluggishness 

Yellow

Personality Profile: Independent, Strategic, Impulsive
Positives: Optimism, Warmth, Happiness, Creativity, Intellect, Extroversion
Negatives: Irrationality, Fear, Caution, Anxiety, Frustration, Cowardice

Green

Personality Profile: Open, Friendly, Authentic
Positives: Health, Hope, Freshness, Nature, Growth, Prosperity
Negatives: Boredom, Stagnation, Envy, Blandness, Debilitating 

Blue 

Personality Profile: Loyal, Respectful, Social
Positives: Trust, Loyalty, Dependability, Logic, Serenity, Security
Negatives: Coldness, Emotionless, Unfriendliness, Unappetizing

Purple

Personality Profile: Sensitive, Dignified, Understanding
Positives: Wisdom, Wealth, Spirituality, Imaginative, Sophistication 
Negatives: Reflection, Decadence, Suppression, Excess, Moodiness

Magenta

Personality Profile: Spiritual, Innovative, Practical
Positives: Imaginative, Passionate, Caring, Creative, Innovative, Quirky
Negatives: Outrageousness, Rebelliousness, Flippancy, Impulsiveness
⭐ Pantone’s 2023 Color of the Year is Viva Magenta 18-1750, representing bravery, fearlessness, empowerment, and optimism ⭐

Black

Personality Profile: Decisive, Confident, Serious
Positives: Sophistication, Security, Power, Elegance, Authority, Substance
Negatives: Oppression, Coldness, Menace, Heaviness, Evil, Mourning

White/Silver

Personality Profile: Optimistic, Independent, Innocent
Positives: Innocence, Purity, Cleanliness, Simplistic, Pristine
Negatives: Sterile, Empty, Plain, Cautious, Distant

The above psychological principles can help you generate the response you want from your customers. If you know how your customers think and how they may react, your strategy will be much more effective. Create a stronger connection with your customers by providing a positive experience, using personalization, implementing the norm of reciprocity, and being mindful of which colors you use.   

Reach out if you would like to strengthen your connection with your customers using promotional gifts.