It’s no secret that now, more than any time in history, we as humans are focusing and prioritising on the different emotional responses we are having towards anything. Whether this stimulus be something personal, how a brand advertises their product or even in response to ‘controversial’ topics, we as collectively becoming more sensitive to what’s around us.
Insert research by brand managers and consumer-wants investigators and we now have brands shifting how they project their advertising to their target market/s…
It’s no longer about providing a happy stimulus or focusing on attraction, brand managers have the challenge of understanding the life and emotions that their target audience has and eliciting these emotions within their digital advertisements.
Why is this occurring? The answer is all around us, there is more focus on achieving a healthy state of mind – which is to experience all emotions and accept them as a part of who you are. There has been large investments in research to understand this psychological trend, especially the advancements in emodiversity – being the variety and abundance of emotions that us humans experience.
The graph above, articulates this continuously growing shift, that the difference between low and high ’emodiversity’ isn’t as different as previously thought. The number of emotions we are experiencing are further being broken down and thus consumers are, in-turn, reacting differently to what we’re exposed to.
This is the sort of study that brands have begun to invest in understanding, research departments are becoming more crucial than ever for large companies. Retailers are investing in ‘mood spaces’ where customers can come into stores and relax and unwind, rather than be bombarded with brand information.
Consequentially, brands such as Coca-Cola who used to revolve their advertisement campaigns around the sole emotion of ‘happiness’ are having to completely change their marketing strategies. Jens Skibsted, member of the Global Agenda Council, articulates that “owning a basic emotion is a given for brands…adding different elements” is the new norm.
However the change is already amongst us, Volvo and Samsung (amongst others) are incorporating new moods into visual advertisements. Volvo has infamously used melancholic and dull moods into their Sweedish ‘Vintersaga campaign’. Alternatively, Samsung’s ‘see more, feel more’ campaign incorporates emotions on every side of the spectrum. Yet the goal across brands is the same, to manipulate an emotional response from consumers within their advertisements and visual content.
The end game is both scary and mind-blowing, recent studies have found that major brand logo/name appearing for less than half a second are creating emotional responses/cues towards consumers. But this is what marketing managers are employed for and why they are so important for brand success – how they project emotions over digital communications is leading to internal brand re-call and the emotions that consumers’ experienced when exposed to that particular brand. The ever-changing and evolving consumer who is less patient, more sensitive and knowledgeable demands to be understood, appealed to and not offended simultaneously, thus making marketers having to keep ahead of trends and constantly evolving themselves.