Whether explicit or covert, the knowledge of psychology is used in marketing and branding to effectively capture the consumers’ attention and loyalty. It is the scientific counterpart of the artistic element of graphic design in marketing.
Psychology is the study of human behavior. It is an important body of knowledge to be taken seriously by marketing professionals because most of the time they will deal with consumer behavior. Wants and needs are the driving factors for consumers to buy products and commission services. Those things affect consumer behavior and they can be understood using the scientific method based on psychology.
Visual designs, advertising messaging, timings and social references all play different roles in affecting the psyche of the consumers. Such strategies contribute to availability heuristics and emotional connection– both ingredients to brew brand recognition and brand loyalty.
Consumer behavior and marketing efforts co-affect one another so psychology is important for both inside and outside the system of the business.
Graphic designers tend to score highly on extroversion, a measure of how much one enjoys social stimulation, meaning they’re usually friendly, outgoing and gregarious communicators; similarly, good agreeableness scores might be expected, a measure of the tendency to cooperate. There also likely to score high on conscientiousness, a measure of one’s tenacity in pursuit of a goal, suggesting they’re highly motivated, with good management of time and themselves.
Graphic design education can help to unlock the unique potential of each individual, and support them to fulfill their own dreams.
Graphic designers are called upon to communicate brand value by tapping into thw inner thoughts and behaviors of consumers.
Branding in many ways is a manifestation of the human condition. The condition of branding reflects the condition of our culture. We use branding to help understand construct, to understand intention, to understand motivation, to understand people.
If you find yourself experiencing a creative block, try practicing Combinatory Play. It is intuitive thinking, taking a step back and allowing your inner genius to take over.
For visual design to change brain chemistry, it must first be converted into something that can directly affect the brain.
Branding and marketing experts can influence the mental health of the public, and are themselves victim of their surroundings. It can be cyclical.
American psychologist, James Gibson proposed the idea of affordances and its relation to how good design can renew our reality.
