Now you can make your designs 10 times more effective simply by
thinking about emotion. And this is the kind of stuff that you won't find on YouTube.
This very clever, a marketing campaign uses emotion to sell products. And this graphic
design right here also uses the art of emotion to potentially trick, you, the consumer.
Here's the quick, important facts that you need to be aware of.
Now, if you can cause an emotional response with your graphic designs,
then it will sell much more products, persuade more people
and stick in the minds of the target audience for a longer period of time.
Now I'm not going to go into the psychology and science of this,
but it's there online for you to check out if you want to read about it yourself.
So the important thing is that you know this and then actually use that
knowledge to your advantage. But importantly, how?
Well, firstly, you need to identify who your audience is and what sort
of emotion you want to evoke in them so you can express the right message.
Ask yourself this, what sort of emotion will best fit the message that you want to say
to the audience of your client's brand or business? Here is a list of common,
emotional responses that are used by designers and marketing agencies. Take a long, hard look
at these basic emotional responses that humans feel from time to time. And then choose one or
possibly two or three that seem like they would be a great tool for you to use on your designs.
For example, if you're designing something for an exclusive or rare kind of product, you might want
to use FOMO or a fear of missing out, and also craving an aesthetic appreciation and
we're soon going to look at relevant examples. Considering how your target audience is going to
think, but also importantly, how they feel will take your designers to the next level. People
who buy into a Davidoff cologne want to feel masculine, confident and a tiny bit mysterious.
But why is that? It's pretty much because they want to gain a partner and maybe admiration from
other people. But once you know what your audience feels, thinks and what they want to attain,
it's time to move on to the next step. So you have the emotions that you want to use, and
you have the client's brief as well as hopefully your research. But what else do you actually have?
Well, as a designer, you should have graphic design skills. So the first thing to decide on
is the color palettes. What colors will work to express your chosen emotions?
And so here's an example. This design has a goal of raising awareness of poverty. Firstly,
the vast majority of this design is in gray scale or black and white. The lack of color suggests a
sad and somber situation, one that lacks any kind of happiness whatsoever. This obviously plays into
the emotional heartstrings of the audience. Then the only single color used is red. And
this is a very, very striking color that can suggest danger or even urgency. This plays into
how severe the situation is and it would help the audience to feel as if they need to act fast.
And as you can see, this was a smart and a well thought out choice when considering emotion.
Using relevant imagery that helps express the design message and evoke emotion is also a very
good tactic to deploy. And here's another example that clearly shows how fear is used
to target younger women about the dangers of smoking. In this instance, the design doesn't
focus on the health side of things. They've shown how smoking can make you age faster.
It's hard hitting and it's an emotional trigger that will stay in the minds of those who smoke,
or who care a lot about their appearance. Also, notice how an attractive model has
been used on this design and that actually plays right into the triggers of emotion.
Another tool at your disposal as a graphic designer is the
emotional response in shape forms. And no, I'm not going to go into every
single shape and explain what that means from an emotional standpoint, because I
have done that before on this channel. This design here is not a good design.
I don't really like it at all due to the layouts and topography choices,
but they have used a triangle shape on this design. The design is trying to express
strength and power among other things. And so they've used a triangle, which would be
a good choice in this instance because it's a symbol of strength, psychologically speaking.
Or take a look at this design, which is for breast cancer research and awareness. The circular shape
relates back to community and trust. And it's also quite a feminine symbol too.
Topography choices also play heavily into emotion and long term watchers
of this channel already know this. Have a look at this recent advertising
campaign for the sport, cricket. The advert in general is fast paced, is impacting and it's bold.
The designers wanted to make a bold statement and they're trying to appeal to a more younger
generation to try and make cricket more cool and more trendy to that demographic.
The topography also plays into this by using bold, striking and modern trendy
[inaudible] font solutions. The font choices here create emotions of excitement and interest
due to their bold and impacting nature. Here are some quick unwritten laws when it
comes to emotion and online social marketing. So when it comes to selling more products or
getting more sales for a service, it's important to create brand trust and brand awareness.
The best approach for this is to create content that gets people feeling positive
about themselves via your brand. This helps them form a positive emotional attachment to your brand
or the client's brand. Hey, and if you want more clicks on social media posts, using shocking or
sad emotions does actually work according to data. When we experience negative feelings,
such as fear, we naturally look for comfort and reassurance. What scientists have found is
that this is even true in branding. Surprisingly, people feel more loyal to a brand that was present
during a scary situation than to brands that were present during a pleasant situation.
It's kind of crazy, I know, but it is actually a tried and tested fact. But here's the bottom
line. Pretty much any designer can go into Illustrator or Photoshop and make something
cool. They can watch a tutorial on YouTube, step by step on how to make something neat. But if that
design is somewhat meaningless to the designer and they fail to understand the emotional side of it,
then the design ends up being pointless. For those designers who want to be very, very serious about
their craft, have to learn this stuff in today's video. So kudos to you and congratulations on
getting this far in today's video. But if you haven't had your fill of graphic design goodness,
do click a video on screen. And until next time guys, design your future today. Peace.