The document discusses how brands form emotional connections with consumers through visual branding and design elements that trigger feelings on a subliminal level. It provides examples of how colors, shapes, photography, and other visuals in marketing can influence consumer behavior and feelings of trust, security, and optimism. The document also notes that while competing products may have similar ingredients, branding and marketing using different sensory engagements including smell, sound, and touch can distinguish them and create unique emotional connections with audiences. Forming these emotional bonds through identifying with target audiences is an effective way for brands to engage consumers.

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WHY YOU REALLY BOUGHT THAT.
MITCH DOWELL
FOUNDER / CREATIVE DIRECTOR
BRANDING EXPERIENCES
HOW BRANDS MAKE EMOTIONAL CONNECTIONS
WITH US THROUGH SMART DESIGN & VISUAL BRANDING

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Rational Reasons
Why We Make Our
Purchase Decisions

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Universal Truth #1
People Make Purchase Decisions Based On
How That Purchase Will Make Them FEEL.

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Business Suits,
Uniforms, etc
Certain colors, patterns, etc
Jeans, Sweatpants, etc
Example #1:
The Clothes
We Buy

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Apps, Software, Online
Services, etc
Upgrades, New Releases,
etc
SmartPhones, GPS, etc
Example #2:
The Personal
Tech We Buy

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Mercedes Benz,
Lexus, BMW, etc
Jeeps, Convertibles,
Motorcycles, etc
Hybrids, Economy, etc
Example #3:
The Cars
We (Want To) Buy

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Italian, Chinese,
Indian, Exotic Foods
Double Quarter Pounder w/
Cheese (Super-Sized),
Supreme Pizza, etc.
Salads, Fiber-Rich,
Low-Fat, etc.
Example #4:
The Foods
We Choose

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Other Emotions
That May Be At Play
In Our Purchases

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All great company and product marketing
makes an emotional connection with the target
audience, through as many human senses as possible.
Universal Truth #2

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Brand Sense #1:
Visually Making
an Emotional
Connection

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Branding Colors That Often
Subliminally Affect Our Behavior
BLUE RED ORANGE YELLOW GREEN
Trust
Dependability
Strength
Action
Energy
Security
Friendliness
Approachable
Optimism
Positivity
Natural
Serenity

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Shapes That Can Often
Subliminally Affect Our Behavior
ROUND EDGES, CURVES
Friendly, Approachable, Easy
STRAIGHT EDGES, BOXY
Strength, Dependability, Solid

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Other Visual Elements That Can
Subliminally Affect Our Behavior
• The Size and Placement of the Design Elements
• The Placement Of Certain Design Elements is Often Very
Intentional
• Different Sizes Can Have Different Subliminal Impacts
• Subliminal Messaging and Imagery
• The Power of Suggestion: (i.e “Drink Coke”. “Drink More Water.”)
• The Power of Professional Photography:
(i.e. For real, did your burger really look like that?)

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Very Similar Products.
Slightly Different Marketing.
Most competing products are produced
from roughly the exact same ingredients
or materials - but are marketed and
branded in different ways.
Perfect Example:
Bottled Water

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• Smell. Aromas in the store or
on-site at the event location.
(popcorn, coffee aromas, etc)
• Sound. Music or sounds
relevant to your product,
product area or customer
profile.
• Touch. Provide physical
samples of the product when
possible.
Step Three.
Engage Other
Human Senses.

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Summary.
When Brands Identify With Their Target Audiences
On An Emotional Level, It Can Make For a More
Engaging Experience for Both Brand and Consumer.

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Psst! Presentation is Over. You Can Wake Up Now ;-)
MITCH DOWELL, FOUNDER / CREATIVE DIRECTOR
www.brandingexperiences.com
Enjoy Your Weekend
(as more knowledgeable, brand-smarter consumers!)