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A Key Feature of the
New Economy |
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A shift from information age to
recommendation age, from conveying information to transferring emotions
within a context of delivering information.
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Colors and the
Emotions Behind Them
List of Colors With
Some Emotions and Symbolizations They Can Cause |
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A Western View
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Black
– space, night, authority, luxury, prestige
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Blue
– sky, water, travel, freedom, truth, authority, calm
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Brown
– wood, comfort, strength, warmth
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Green
– money, safe, calm, envy, greed, go
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Orange
– autumn, youthfulness, fire, strength, stimulation
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Pink
– romantic, affection, sensuality
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Purple
– royalty, dignity
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Red
– love, excitement, passion, stop
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White
– purity, peace, perfection, virtue
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Yellow
– light, purity, understanding, cowardice, caution
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Chinese Opera Make-Up
Chinese opera facial make-up
utilizes the colors of red, purple, black, white, blue,
green, yellow, dark, red, gray, golden, and silver, with
each color a unique stereotype character. In general: |
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Red symbolizes utter
devotion and loyalty
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Purple embodies fortitude
and resourcefulness
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Black manifests faithfulness
and integrity
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White implies craft
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Blue represents valor and
vigor
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Green signifies justice and
chivalry
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Yellow exemplifies cruelty
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Dark red is reserved for
loyal old generals.
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Golden and Silver are used
for Buddha, gods, ghosts, and demons.
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Increasing Role of
Emotional Marketing
The traditional way of marketing and
advertising to purely sell is no
longer as effective.
Today, you must be closer to and more personal
with your targeted audience. When you hit the emotions high on the right
psychology, people feel genuinely happier and becomes more receptive to your
brand.
If you wish people to relate to your firm as a
‘human being’, not just another company, your company must create a
character You should be not just a solution provider, but a friend.
Your advertising messages should look towards on how to touch the hearts of
the consumers and businesses.
22 Laws of Marketing:
The Law of Heart (Emotion)
Marketing strategies without emotion
will not work.
Emotion stimulates the mind 3000 times faster
than rational thought. It's an emotional world we live in. Many people say
we live in a rational world but nothing could be further from the truth.
Emotions drive our behavior; the world is driven by emotions. Rational
thought leads customers to be interested but it is emotion that sells.
People really aren't much interested in attributes; they want to know if
they can have a product that suits their personality. It is all about
values.
Emotional marketing is better in many instances
than rational marketing that focuses on product attributes. Capturing minds
is one thing;
capturing hearts is quite another. Build emotions in your marketing
strategies; don't always chase "share of wallet
–
chase "share of heart". Employ strategies that
would make decisions very emotionally driven and remove the rational
questions that might drive the prospect elsewhere.
Case in Point
Samsung
When Samsung Chairman Kun-Hee Lee found the
company's products gathering dust on store shelves, he made it his company's
priority to create stylish, premium electronic products that sparked
customers' emotions with elegant, human-centered
design.
Selling Is a Transfer of Emotions
When you speak, make your listeners sense how
strongly you believe in what you're saying. If you want people to give you
their undivided attention, they must hear and see in you an unwavering
commitment to your message.
"Your ad copy must trigger emotion(s) that will
persuade your prospects to buy your product. When they become emotionally
attached to a product, they will often buy automatically on impulse. The
stronger the emotional reaction, the quicker your prospects will buy," says
Joe Vitale.
Use the Right Colors in Your Promotional
Materials
Colors generate emotional reactions.
Its very important to know which emotions or
symbolizations will trigger your target audience to buy your product or
service. The use of the right colors in your
promotional materials – in your marketing brochures, your product packages,
or on your web site – can actually increase your sales. When people see
certain colors they can change their emotions or they can symbolize things
related to the colors. For example, if you're selling a money-making product
you should use green and brown colors, as they represent money and strength,
and bring out the emotion of greed and comfort respectively.
Analyze what colors your competitors use. Avoid
using colors already associated with your competitor if you wish to
position your product
effectively in the
mind of your prospects.
Highlight the Emotional Satisfaction Your
Clients Will Get...
Make Your Customers Laugh...
The New Role of Media and the New Word of
Mouth...
Case in Point
DuPont...
Case in Point
Asian Home Gourmet Brand by
Cerebos Pacific Ltd...
Case in Point
Fun4Biz...
Case in Point
Nike...
Case in Point
Ford Motor Company...
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