Digital marketing is an ocean of opportunity. But your business is just one buoy amongst many on the horizon. So how can you make your buoy stand out?
I’ll tell you: by using the isolation effect!
This is term used in modern psychology, but has become an influential tool in digital marketing. It’s a useful tool to have in your digital kit box.
Understanding the basics of consumer psychology can help you increase conversions. So today, we’re going to give you an overview of how to capture the attention of customers by using consumer psychology.
Although marketing can sometimes feel like throwing ten-dollar darts in the dark, there is a science to selling. Successful corporations have known about this since the 1930’s, but kept it a closely guarded secret until the internet let the cat out the bag.
Research conducted by German psychologist, Hedwin Von Restorff in 1933, discovered something fascinating about the human brain. It seeks out unusual detail.
Von Restorff called this phenomenon the ‘isolation effect.’ The principle can also be used to great effect in digital marketing – if you get your design right!
The detail in design
When designing your next digital marketing campaign, put some thought into the isolation effect. It’s one of the most effective things to do in design. The trick is to take a detail you want to stand out and make it the focal point of the design.
Uniform backgrounds work well as they do not complicate the image. However, if the design is too normal, consumers won’t be drawn to it. The isolation effect has to include a visual discrepancy that stands out.
Forward-thinking and unique designs are the obvious answer if you can find a graphic designer with the talent. But generally speaking, stand out features in designs can be achieved by drawing attention to the feature or message you want to highlight.
Using colour, size, animation, different sized font and clever use of light can all be used to great effect. The design does not necessarily have to be overcomplicated.
A call-to-action is a prime example of when to use the isolation effect. When you create a sales funnel through your website, each step you visitors to take need to stand out.
Simply using a green or orange call to action button has proven to be effective. Green is commonly known as a ‘go’ colour and orange also plays on the impulsive nature of consumers.
How the consumer brain works?
Essentially, we are bred to be consumers from an early age. TV ads have been sub-programmed into our minds since we were children when the unconscious mind absorbs information like a sponge. As every digital marketer knows, these ads are primed to target emotions.
The mind records these emotional responses in our unconscious. When we find ourselves in a similar environment to the filed program, the unconscious mind pulls out the file and we sense the emotion or thought.
This is why consumers often buy on impulse. The unconscious is programmed for us to have emotional responses. Desires. And when the emotion is strong enough, it effects the purchasing decision.
And this is why branding is so important. Branding is the tool that projects a perception of a company and feeds the interests of consumers. Your ideal audience should really be people that like the colours and shapes you use for your brand.
Our brains take in a lot of information, but we only consciously register a small amount of that data. If the brain did have this filter, we would be too overwhelmed and probably faint.
Therefore, we have developed cognitive bias. And we typically pick out new things in designs because at heart we are curious creatures. In paradox, we are drawn to want we know and trust because we are creatures of habit.
Colour psychology in digital marketing
I would say that colour psychology is fairly well known amongst designers, but ask your designer anyway. I doubt they are all schooled in consumer psychology.
Extensive research into the human brain has discovered that colour effects the choices we make. Do you have a favourite coloured smarties you save until last? I used to save the red even though the orange tasted better.
The same principle applies in consumerism. People generally pick a packet of the supermarket shelf they like the look of, whether that’s the colour, shape or design.
This is why branding experts advise businesses to define their brand and choose colours that are most appropriate for their brand. Colours speak to the unconscious mind and generate emotion.
So ideally, the colour you choose to highlight your isolation effect feature, should be the dominant colour of your brand. Because you still want to appeal to your ideal customer, and your ideal customer is someone that likes the colour you chose for your brand.
Is this all making sense? I appreciate this is a crash course on consumer psychology. Furthermore, if you are not aware of this relationship you have with the mysterious nature of your unconscious, the above probably sounds like BS.
But it’s not BS. It’s BuSiness.
Consumer psychology is why international companies spend millions on branding every year. You don’t have to spend millions, but you never know, you may make your first million quicker than you will if you ignore the power of the unconscious mind.
And if you need any help, contact Master Mind Content and ask about our branding and design services.