The Green Crow

Marketing to the Heart

In marketing, your goal is to get the attention of your target audience and inform them of your product or service. At Greenlight, we know this is a complex process. Some companies try to release advertisements in an attempt to reason with the consumer. These campaigns try very hard to engage the viewer in a conversation, through which they hope to present enough facts, to help consumers make informed decisions. 

When you approach marketing this way, you’re creating an uphill battle for yourself. You are trying to reason with people, when they can easily choose to ignore your reasoning. For one thing, people don’t like to be hyper-aware of the fact that someone is pitching to them. It needs to be more subtle than that. It also needs to be compelling. Your design should strike on a much deeper, more emotional level if you really want to have an effective brand.

Visual Appeal

The most obvious aspect of creating an emotional appeal to your audience is displaying something that captivates their imaginations through a visual depiction. For example, when we were hired to create promotional materials for several local parks, we chose to include high-quality pictures of the parks themselves as a backdrop for the text. These pictures are rich with color and feature sweeping views of perfectly manicured green lawns and pristine scenery. Everything about the images is so crisp that you can’t help but want to visit, as soon as you see them.

Our professional designers like to create memorable graphic design, knowing they’ll strike the right chord (so-to-speak). 

The Right Words

Great imagery is key to making an effective emotional appeal―and the same is true for great words. Sometimes marketers present people with short, carefully-crafted bits of text meant to capture the imagination, or a narrator will speak in soft tones with perfect diction. Very often the words don’t explain the product itself, but what the product will do for your identity. Effective ads will sometimes play to our sense of pride by offering us a path to greatness ― “Just buy these yoga pants and you’ll be as flexible as a yogi guru!” While that may not be totally true, you’ll still feel compelled to believe something like that, without ever actually admitting to it. 

Appealing Design

The design of whatever medium you choose is essential to its success. For example, a well-designed website should give visitors a sense of satisfaction as they browse it ― they should be able to easily find what they’re looking for without getting bombarded with irrelevant or sloppy content. A clean, professionally-designed website will encourage the visitor to stay and browse. He or she will be more likely to view you as an authority in your industry.

Greenlight Design can help you figure out what design you need to make the perfect emotional appeal to your target audience.

Greenlight Design is a graphic design and marketing company. We can be your guide in identifying a marketing plan, catered to your company or organization. Contact us today to learn more.