Assignment 1 – part 3
The point of departure is understanding the
power of advertising techniques (different
types) in relation to consumer behavior. Convincing the mind that an idea or
object can be perceived as of value to you by using design and psychological
influence (interesting) and how the media has habitually conditioned people
with and without your conscious consent.
For several centuries day to day activities
change gradually with time, today living in the information
age a period in human history characterized by the shift from industrialization
to information technology and digital technology.
Through the advancement of technology day to
day activity seems to gradually transcend and surpass expectations. With such
constant change, as humanity our focus on front end is a sub-conscious reflex,
negating back end. (Hodgson.G, 2002)
It is debated that large corporations
manipulate consumers through the use of the media applying advertising
techniques. There are both sides to the argument on whether the debate that
advertising is essentially informative rather than manipulative. Or the other way
around – regardless of what is right or wrong as a graphic designer it is of utter
relevance to that career and life essentially.
David Ogilvy
David Mackenzie Ogilvy known to be an iconic
figure as an advertising executive. David was born in the year 1911 on 23 June.
Englishmen born in West Horsley, Surrey in England. His mother was Dorothy Blew Fairfield (1881-1942), His
father, was Francis John Longley Ogilvy.
One of the things he shares about his philosophy . "It’s important that your content speaks to your
time and place. Having a cultural connection is fundamental in marketing;
otherwise, you lose your audience. Yes, language can be a beautiful thing, but
like class, it shouldn’t be used as a club to beat other people over the head.
Speaking directly and honestly to your readers will keep them actively engaged.
Also, your audience is reading your content because they believe you know what
you’re talking about. Authoritative content will define your brand as confident
and a leader". (Lugris.M,2018)
Focusing on how design compositions for what ‘we’
public, form part of a neurological sequence used by advertisers to influence
the social construct at large.
According to Vance Packard's
1957 book, "The Hidden Persuaders," revealed how advertising agencies
used psychologists and other behavioural scientists to probe deep into
consumers' minds and build advertising campaigns based on what they found
there. One aspect of consideration is consumer behaviour – the study of how people
make decisions about what they buy, want and need or act in regard to the
product, service or company. It is critical to know how people will respond to
a new product or service. It also helps with identifying opportunities that are
currently not met. Understanding consumer behaviour allows the proactive
companies to increase their market share by anticipating the shift in consumer
wants. (Hodgson.G, 2002)
Consumer
psychology can be
described as the study of why people buy things. Psychologists try to find the
underlying cognitive processes that explain consumers' choices and how they
respond to the influence of marketing, as well as the external stimuli that
convince people to purchase certain items. Marketing executives are very keen
to know the findings from studies in consumer psychology, since these findings
can help them figure out how to sell and advertise a product. (Cummings.E,2018)
Behaviourism – people’s
actions are driven by external stimuli – meaning we become convinced of
something because of external influence. According to Watson.J, 2018, thoughts,
actions and feelings are behaviours - if you have a particular affinity to a
product you are more likely to buy this product. What brings me to this statement. Globally renowned companies own some
of the biggest media broadcasters – globally, Viacom is a premier global media
brand that create compelling entertainment. They reach approximately 4.3
billion television subscribers through leading brands, to name a few – Nickelodeon,
MTV, BET, Comedy Central, Paramount Network, VH1 and more. (Viacom.com/about)
When we create new things—technologies, organizations,
systems, environments, ways of thinking—we engage in design. A handful of
channels that encompass that. These popular culture television channels are viewed by a lot
of people in the world – How did they garner the success they have - in order
to understand their success, we as designer’s need be aware of the tools
companies like these use, to gain such a huge following and how they’ve managed
to maintain this for so many years. (Nelson.H and Stolterman.E,2018)
These popular culture
television channels are viewed by a lot of people in the world – How did they garner
the success they have - in order to understand their success, we as designer’s
need be aware of the tools companies like these use, to gain such a huge
following and how they’ve managed to maintain this for so many years.
Habitual conditioning
Habits are simply the processes that we’ve conditioned
repeatedly. Do the same procedure enough, and our brain automatically continues
with the pattern when it is triggered – watching television daily forms part of habitual conditioning, its subconsciously
doing an actual that is natural, watching specific television channels at
specific times.
Conscious focus simply means forcing your
brain to do a different procedure than the one it would do naturally. So, if
your default habit is to watch television when you get home, and you want to
replace that with reading, conscious focus is needed to override the default
pattern of watching television. So, what triggers our conscious focus? (Dornsife.D,2017)
Consumer psychology is the
study of why people invest into or buy things – how consumers respond to the
influence of the marketing. Meaning studying the consumers action towards a
certain advertisement.
Cognitive psychologists also
refer to interaction between you the user and the product or advertisement. According
to research these are caused by our own mental processors. a cognitive study on
the mind of the consumer is thus one of how media corporations display things. Without
disregarding the importance of the information presented. (Watson.J,2018)
David Ogilvy once said
astutely, "I do not regard advertising as entertainment or an art form,
but as a medium of information. Whatever else advertising is trying to do,
whether with words or pictures, its purpose always is to impart information.
The information isn't always about a product or service, though. Advertising
serves everything from politics to social consciousness to get across a
message.”
Unilever’s “Dirt is Good” was successful campaign.
They focused on a message that would resonate with its consumers. Upon generated
research, they were able to learn that consumers did not dislike stains and
dirt as much as most advertising campaigns would imply. They raised the bar by
launching a campaign that talked about dirt and stains as a part of their kids’
natural experiences. They integrated emotional content on its consumers.
(Dornsife.D,2017)
Emotion over Rational
Content
Some
companies focus on advertisements that use the pathological tools that gravitate
towards both thinking and feeling. However. Based on advertising campaign
performance of 2017, 31% of advertisements with emotional pull succeeded versus
the 16% success of advertisements that focused on rational content.
Emotional
response to an advertisement, rather than the advertisement’s actual content,
produces great influence on the intent of a consumer to buy a product.
Likeability is the most predictive measure that can help ascertain if an
advertisement will increase the sales of a brand.
Colour Impact
We
are all aware that colour can evoke certain feelings in a person. Therefore, it
is used heavily in sales and branding.
Colour
plays a strong role in conversion as well. Studies show that changing the
call-to-action button of an online ad from light green to yellow can increase
conversion rates by 14.5%. A coloured border around a Facebook ad image can
also double the click-through rate. (Patel.N,2018)
When you understand colour
psychology, you can use that knowledge to boost your conversion rate.
Psychology of colour scheme allows
you to predict how your customers respond to your marketing messages, based on
the colour of your copy, call-to-action buttons and links. It’s
all part of understanding consumer psychology. (Patel.N,2018)
Graphic Designer from Spain,
Pamplona is one of the designers that deciphered my object judging by his immaculate style of design, he truly stands out with understanding his market and craft. collection of some of his work highlighting his philosophies.
http://www.mikelmuruzabal.com/ziiiro-watches/
The Audio Data i collected is Kojey Radical - Bambu
I chose this Song cause Kojey radical references him being young watching Nickelodeon ho he would drown out sounds around him just to watch Nickelodeon. I used the video to illustrate how negative things are advertised and how they are affecting us.
Thematic Digital audio cover.
Represents how advertisements use the factor of herbal ingredients to make peoppe feel like its right for natural beauty. How this is common to the song from my collection - They both symbolize a theme that sells products that destroy us and colour it to be positive.
In conclusion we have discovered was in which physiological aspects form part of design and advertising. We now understand the power of advertising techniques in relation to consumer behaviour, convincing the people that an idea or object can be perceived as of value to you by using design and psychological influence and how the media has habitually conditioned people with and without your conscious consent through the means of advertising tactics that designers need to be aware of doing forward.
In conclusion we have discovered was in which physiological aspects form part of design and advertising. We now understand the power of advertising techniques in relation to consumer behaviour, convincing the people that an idea or object can be perceived as of value to you by using design and psychological influence and how the media has habitually conditioned people with and without your conscious consent through the means of advertising tactics that designers need to be aware of doing forward.
Bibliography
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2018]
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Lugris.M,2018, Applying David Olgily's philosophy in content creation, Available: http://www.contentboost.com/topics/custom-content/articles/407709-applying-mad-man-david-ogilvys-philosophy-content-creation.htm [Accessed 24 April]
Patel.N,2017. The psychology of color. Available: https://neilpatel.com/blog/the-psychology-of-color-how-to-use-colors-to-increase-conversion-rate/
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