Zoda Design Blog

Zoda Design, LLC

Designed to Put Emotions in Motion

by | Dec 1, 2014 | Zoda Design Blog

There was a time not so long ago when products and services were sold on the basis of the tangible benefits they could offer you as a customer: Does one detergent clean better? Will a particular brand of paint offer superior coverage and look newer longer? Does one local accountant have a track record of getting her clients larger refunds?

Today, the marketing tables have turned nearly completely in the opposite direction, away from facts and toward feelings. As the New York Times noted in its October 14 Style Magazine: “In the battle between the head and the gut, the gut’s now cleaning up. The empathy economy is booming. Facts are out, feelings are in.”

Why? One potential reason the author offers is that the Internet has made everything available all the time. We can get facts, figures, reviews and test data at any time of the day or even in the middle of the night. The one – and perhaps the only – thing that the Internet doesn’t provide is emotion.

As humans, we crave things that make us feel, and we desire products that make us feel a certain way. If you think about it dispassionately, isn’t emotion one of the key reasons behind many of our purchasing decisions? For example, most cleaning products will give us neat kitchen countertops and get rid of germs, but the ones that promise to keep our families safer by eliminating dangerous bacteria are the ones most parents will gravitate toward.

Virtually any shoes will cover your feet, but how much better, sexier, classier and more in style do you feel when you are wearing Jimmy Choos instead of a pair of heels from Target? Both serve the same functional purpose. Both may even be the exact same color and have similar styling. Yet one makes you feel completely different then the other – particularly when your friends comment on them.

Those same emotional associations are the intangible factors that are building today’s best and most valuable brands. This holds true with everything from the suit you choose to wear to the car you drive and even the technology you adopt. Take Apple, which was recently named the world’s most valuable brand by Forbes, with an estimated worth of $145.3 billion. Apple is maintaining that edge while spending far less on advertising than its competitors – a mere $1.2 billion last year while tech adversary Samsung spent $4 billion during the same time. Apple is able to do so because it’s not selling a particular piece of technology; it’s selling a feeling. Apple is selling the idea that having the latest iPhone, iPad or Apple watch means you are on the cutting edge of technology. It makes you part of the “in crowd” who doesn’t use those knock-off smart phone brands. And people are buying it – literally.

Another name on Forbes most valuable brands list is Coca-Cola, which has recently been selling not just a carbonated beverage, but the emotion of belonging and feeling as if you are loved part of group with its personalized cans. Have an odd name that you’re not likely to see on a can? No problem. Coke has a cure for that with cans that say everything from mom and dad to BFF or graduate. They even allow you to go online and order a customized bottle for $5 or share a virtual bottle with your friends.

So how does your brand capitalize on these same feel-good emotions? How can you reach your potential clients and in their proverbial hearts without investing $1.2 billion in advertising?

We believe the answer can be found in great design.

Design includes all the visual and auditory elements that ultimately stir emotion. The best websites make you feel a certain way from the moment you first glance at them. Colors are selected to evoke a desired emotion. Fonts are chosen because they immediately communicate a certain image. Photos quite literally tug at consumer heartstrings in just the right ways. When used properly, music connects with emotions on an even deeper level in just a few notes.

The same holds true for print ads, email marketing, logos, business cards, brochures, traditional print ads and more – virtually any materials that convey your corporate brand.

But how do you get there? How do you get your materials to speak to your audience on that deeper level?

You begin by working with a design firm that is dedicated to working with you instead of just churning out a project. You’ll want to select a company whose experienced, professional designers are adept at listening to clients and understanding their vision. Those designers and content producers can then translate your vision into pictures and words that connect with your audience on a deeply personal level.

As a marketing client, you have to be open to innovative ideas and be willing to embrace unconventional approaches. To be sure, adopting that creative mindset and having the willingness to give free reign to the professionals you entrust with your brand is a more complex process than hiring someone to take a cookie cutter approach to your website and ad design. What’s certain is that it’s an investment in your brand that will allow you to better connect with your customers on a deeper level for years to come.


Trish Stukbauer

Trish Stukbauer

Writer & Guest Blogger

Trish Stukbauer is a writer and editor from Charlotte, NC, who is a guest blogger on Zoda Design. Trish has a Bachelor’s degree in journalism from Kent State University. She was editor of several magazines before launching her own marketing firm and has a new book coming out in 2016. Check out her website or shoot her an email.

About Zoda Design

Zoda Design, LLC was established in 2013 and is headquartered in Flint, MI. We love helping start-ups and small businesses establish their online presence!

Contact us for a quote today!

Address: PO Box 4291, Flint, MI 48504

Email: info@zodadesign.com

Phone: (810) 309-0255