Evoke Emotional Power In Online Creative Content Creation

Read our earlier post on manifesting brand empathy.

It’s not very often you have a stranger offering you a genuine smile. But, if you do, the chance of you returning the smile is pretty high. In that moment of giving and receiving, however brief and slight, an emotional connectedness is formed. Online creative content creation revolves around this basic principle – to engender an emotive state.

In the online space, the emotions of a community member influence the emotions of others. Online content creation aims to replicate the affective character of a smile manifold to bring about the emergence of collective emotions, and marketing harness collective emotions repeatedly to bring about desired campaign outcomes.

Let’s find out what are some key principles to consider!


1. Find the right ways to motivate your audience


 

 

 

 

 

 

Humans’ emotions can generally be classified by these ways – pleasant vs. unpleasant, and excited vs. calm. Research has shown that the level of motivation, rather than the experience of positive or negative emotions, has a greater effect to move a person to complete a desired goal.

For example, imagine your audience watching two videos – funny clips of dogs (bringing out low motivational intensity and yummy cakes (triggering high motivational intensity). Although both evoke positive emotions, the dog video is merely amusing, whereas the cake video narrows the person’s attention to act on the target stimulus.

Hence, it is important to know your final audience and find the right ways to motivate them. This process often involves user research to identify a set of needs or desires that drives your audience to act, and then create the trigger(s) that will activate the need or desire.

2. Effective content/ visuals intensify the emotional response

Ads and campaigns that use emotion perform twice as well as those that don’t. Today’s consumers are also incredibly busy and more sophisticated. They are also being confronted with a multitude of content. Run-of-the-mill advertisements with a catchy jingle and fancy looking people are not in trend. Anymore.

As the online space becomes overpopulated, brands have to look to unique and impactful ways to speak emotions in their creative content. Here are a few ideas to explore:

  • Make the ordinary extraordinary : By showing their bottles “in the wild”, Absolut made its bottle the most recognisable in the world, and its many different ads of one single bottle was so successful that it ran for more than 20 years.
  • Make a social statement : Special Olympics launched the School of Strength fitness campaign, with its content focusing on encouraging all athletes, including those with intellectual disabilities to commit to a lifetime of fitness habits
  • Be inspirational : AT&T created a series of ads for its business services that focus on individuals and values rather than its products and services. Instead of promoting AT&T, the company chooses to associate itself with desirable qualities and interesting people who have overcome the odds.When it comes to powerful commercials, Nike comes to mind. In showcasing women athletes defying all odds to accomplish, Nike and Serena Williams advocate female empowerment with Nike’s new slogan “Dream Crazier”, and show people what crazy can do.
  •  Break conventions : Japanese Kenzo fragrance and Indie film director Spike Jonze teamed up in an unusual collaboration. The ad started with a beautiful but bored woman at a black-tie dinner. She sneaked out into an empty hall and moved violently with kicks, twirls and punches to a debauched dance. In short, not what you would expect from a perfume ad.There are a wide range of emotions you can appeal to to create an effective message. The key is to remember that today’s audience does not fancy a sales pitch. They want to be moved, inspired, amused or wowed. So, keep the product and brand hovering the background.

3. Your customer is the Hero

It’s not about your brand or your topic. Good emotive storytelling should place your customers as the hero in the story, and the product/ your company should be framed to help your hero achieve his or her goal, or solve his or her problems.  Remember you are not the star. To relate to that core issue requires having empathy. Wondering how to do? Read our earlier post (link to previous post) on manifesting brand empathy.

Antonio Damasio, a neuroscientist concluded We are not thinking machines. We are feeling machines that think”. Emotions are fundamental to good storytelling. Stories define the world we live in, the way we relate to, connect with and understand the world around us. We are more than happy to help create that personal touch so that you can connect with your audience on an emotional level that is hard to ignore. Let’s up the ante on emotive dynamics!

What Colours Are Right For Your Brand?

Have you thought about how colours affect you? Do you tend to feel uplifted when you see the colour yellow?  It is what it is because colours reflect light and symbolise energy, and interplay with the state of mind. As a business owner, understanding colour psychology is paying it forward!

How are colours important?

Research (colourcom.com) reveals that people make a subconscious judgment about an environment, or a product within 90 seconds of initial viewing and that up to 90% of that assessment is based on colour alone.

Colour also increases brand recognition by 80% (quicksprout.com). Brand recognition is directly tied to consumer confidence.

Data aside, let’s dive into 3 reasons why colours are important!

1. Colours evoke an emotional response

Colours are everywhere you look, and in nooks and crannies that you don’t venture. It has an impact on mood. It influences perceptions, and it can arouse desire, engender sub-conscious feelings and prompt decisions.

2. Colours have a persuasive effect on consumer behaviour

According to Neuromarketing, “If a good colour sells, the right colour sells better”. Colours have a bigger impact, more than words and visuals, when it comes to piquing your audience’s interests, creating a positive or negative experience, and improving conversion rates.

3. Colours influence how customers perceive and relate to your brand.

Understanding colour psychology helps you predict how your audience will react to your marketing copy or messages, and hence enable you to adjust your copy pre-emptively.

Despite the above, it’s important to remember that colours are not universal. It is culture-specific. In Latin America, yellow represents death and mourning, while in Germany, it represents jealousy and envy.

What colours are right for your brand?

We love to give you an answer. But, the reality is, “It depends”.

  • The right colour is interactive and context-dependent

We all heard this at one point: dressing for success. Put on a snatched outfit and you instantly feel like a new person. Just as colours interact with body shapes and skin shades to conjure a flattering hue, Matching the right colour for your brand purpose can be the difference between standing out and blending into the crowd.

Questions to help you decide:

  • Is the colour appropriate for the service/ product you are marketing, and taking into account your brand personality? This is called the notion of congruity.
  • What would be your audience’s reaction when they see the colour on your brand?

In colour psychology, orange represents creativity, adventure, enthusiasm, success, and balance. Universally, blue is often taken to symbolise harmony, peace, calm and trust. Translating this to colour branding, if you’re an active wear label, you may like to go for orange. But, if you are a yoga brand, then blue may be more appropriate.

  • The right colour accentuates your brand personality

 Colours have cultural connotations, and can evoke different emotions depending on colour pairing. There are, however, some trends in the colour choice based on industry:

FoodFashionEntertainment
  • Food: Many food businesses prefer warm colors that draw attention and evoke appetite, such as red, orange and yellow. But, if you are a wellness brand, blue or green may help to denote clean consumption, promote connection with nutrition and holistic well-being.
  • Fashion/Beauty: This industry may opt for pink as this colour resembles love, tenderness, and feminine appeal. Or, go for black and purpose for sophistication and glamour.
  • Entertainment: Mega brands like Disney and Pixar love having a unique set of colors. Disney’s princesses, adventurers, and villains all have a designated colour scheme meant just for them.

 

  •  The right colour isolates your brand

A distinctive visual structure makes your brand stand out and gives it higher recall among competing brands. Misty jade, Dusty pink, Provence and Cornhusk are innovative shades of green, pink, blue and brown as we traditionally know.

You may want to step apart from your competition by relying on a blend of mostly primary colours. Google, Microsoft and eBay are well-known rare exceptions to the unwritten rule that a mixture of colours can dilute or harm your brand image. Some have said that this is a nod to the brand’s ethos of non-conformity and diversity.

Create your unique palette

Keep in mind that no one colour works best, and it’s best to experiment before deciding. But, once you choose the colour scheme, be sure to carry it through all your platforms.

We hope the above principles give you some ideas to think about which colour best suit the personality you want to establish for your brand, and convey the message to your audience. Stick to your true colours and we are more than happy to help your construct your unique palette!

How to Express Brand Empathy

People feel vulnerable now. Many have to live their lives in the digital cloud, often not by choice.

Just like a human, a brand has to learn how to be + have at every level of social evolution and crisis.

We think that to do this well involves a trait called Brand Empathy.

Empathy means putting yourself in another’s shoes and truly identifying with their situation.

There are a few things to keep in mind for a brand to manifest brand empathy.

1. Curate your content based on current events or trending topics

Guinness shifted its focus away from celebrations, and leaned into a message of well-being and lifting each other up with the hashtag #wewilltoastagain. In these delicate moments where no place feels safe, a brand has to be present with empathy in order to stay connected with its audience.

How Guinness changed tack is a good example that the nuances of your brand personality are more colorful and delicate than ever.

2. Make goodness your brand ally

In 21st century marketing, marketing is no longer about creating illusions and beautiful gleaming things and people. Today, a consumer cannot associate with or be bought into a brand without ascribing to the underlying value that the brand stands for.

To a certain level, as human beings, we all want to prompt change in both ourselves and/or the world to make it a better place. A not-too-difficult way to do it is to associate ourselves with the content we consume.

Adobe did what it does best. It used its creativity to honour the people who continue to keep the world turning.

Top fashion brands like Prada, YSL and Gucci pivoted and re-tooled their manufacturing facilities to produce face masks in response to the shortage caused by COVID-19.

But, let us also be clear, association with goodness or the right value is not overly trying too hard to tap into a cause or make a social impact.

3. Touch that void

Okay, “touch that void” sounds a little elusive.

We are breaking it down. This involves a few aspects:

First, figure out who are you really targeting i.e. your niche audience. Mass appeal is not the way to go here.

Second, seek to educate or entertain, or simply be kind and care enough for your niche audience.

A google consumer insights report showed that millennials with their heavy use of technology are actually self-starters and doers; they do not merely love to take and pose selfies. Another consumer report (consumerclarity.com) says that the millennial generation is not interested in businesses that are driven by the bottom line without a greater good component.

Third, build an authentic relationship.

Listening and creating trust do not happen instantaneously. This is a furious nod to the age-old adage that content is king. Content needs to be valuable, which goes back to our second point. Content also needs to be consistent, so that we can give something for our niche audience to rely upon.

Dove displays empathy with its audience with its 2013 “Real beauty sketches” campaign. The ad sought to evoke an emotive response with its powerful underlying message that you’re more beautiful than you think. It depicts women’s struggle that the concept of beauty is passively found and seek to promote positive self-esteem.

Empathy has taken on a new level of priority! As human contact becomes restricted, we shouldn’t forget the importance of the human touch.

The team at Fenzo believes that creativity fuelled by empathy creates a double win, for our clients and their target audience. Let us help turn your brand into a good read, and make it harder for people to put it down!