Graphic Branding And Physcology Behind it
The average individual is subject to at least 500 marketing messages per day. Those come as a result of being subject to billboards, TV commercials, pop-up ads, and many other forms of branding. The impact this has in relation to one’s day-to-day activities starts with the “father or psychology” (Wundt) and is continuously expanded upon through the works of Bandura, Pavlov, Skinner, and Asch. At this point, the question becomes “How are one’s overt and covert processes impacted by the constant advertising?”
The roots: Wundt is considering the “father of psychology” because he developed the first psychological perspective, which was structuralism. Without getting too in-depth one can unquestionably say that the central theme of this perspective is the idea that an individual can use their senses in order to alter their internal and external processes. For example, a person sees a smiling face and some fast food. Their natural ability is to psychologically associate the two things together, which would cause them to seek happiness by finding that food. This is the general idea of why marketing and branding are employed in today’s society.
Watch and learn: Bandura formed enough evidence to show the effects of observational learning and latent learning, which both state that a person can see a behavior, store a message they gathered from watching that behavior, and then proceed to execute that behavior at will. That is why someone can watch a commercial, remember the positive result that occurred in the commercial, and then go buy that product in an attempt to achieve the same result they saw in the commercial. Overall a person associates the event that they saw transpire with themselves. If the result was good they will likely express that behavior in the future.
Perfecting the craft: Marketers are wizards when it comes to getting the masses to buy their products because they have mastered the techniques of Pavlov, Skinner, and Asch. First, they portray information in the form of peripheral route processing rather than central route processing. That means they market everything through appearance, voice, and other appealing traits, while excluding the concrete facts. They do this because they are aware of that the majority of the population will form a stronger psychological connection with their product when they are appealed to using methods other than facts. It gets even more advanced because they make sure their marketing is centered around positive reinforcement and negative reinforcement. That essentially means that information being marketed is done in a way that psychologically makes a person believe they will prevent a negative stimulus by purchasing the product they see or they will experience a positive stimulus by purchasing the product they see.
The brilliance comes from the classical conditioning and conformity aspect of marketing. A person can see a picture of food, have no physical hunger, and still experience feelings of hunger. This is because they are conditioned to do so through the constant use of marketing they see everywhere. Lastly, the marketers of the world employ aspects of conformity. This simply means they advertise that everyone has the same product or opinion in order to make the viewer feel like an outcast. That feeling then makes them want to change their behavior to fit in. That change in behavior leads to the person purchasing the product.
As we have learned the visual information affects people on the subconscious level. Therefore marketers use graphics in all the forms, from signage, packaging, to digital media and more, to appeal to the audience and softly ‘compel’ them to make a purchase. Moreover, a familiar image or even color, that causes some positive reactions in our brain, draws customers attention with the greater force and marketer’s task in this case is to make their particular product or logo icon in peoples minds. If you want to learn more about brand identity through graphic use and production visit http://www.exhibeportable.com/banner-stands.html