niedziela, 12 października 2014

Appealing to senses: sight | Marketing tricks that make us buy (Part I)


Not so long ago, I informed you that there’ll be a series of posts on my blog about marketing tricks that make us buy byappealing to our senses. So today I would like to show you how companies make use of sensory marketing engaging our sense of sight in order to encourage us to purchase their products. 

Buying with eyes

Without a doubt sight is the most important sense for marketers, because ads appeal first to our eyes. You all already know that we automatically judge a product by its packaging or price, even before it appeals to our other senses. And that’s why marketers purposely draw our attention to particular items in store by their appropriate arrangement, visibility and colours – this way we first notice the product, and only after that we touch it or taste it.

The most frequently used trick in store is appropriate arrangement of products on shelves. The role of the products that are placed at our eye level is to draw our attention in the first place. Usually there are the most popular items, the most expensive ones or simply those that the store wants to sell as soon as possible… and that’s why be buy them most often. Customers start observing the assortment of shelves just from that level and then they look lower and lower, or they peek up where you can find cheaper items, less known brands or products with smaller budget for promotion. Of course it’s the easiest to manipulate kids (unfortunately), so there’s also a kid eye level. In this case on the lower shelves there are items that could interest children, such as sweets, sugary cereals, toys and other products that are in their easy reach – just close enough to grab them and beg their parents to buy it for them.

Most of our purchasing decisions are made in front of store shelves. How many times did you stand in front of shelves with chocolate bars and wonder for which of them you were in the mood? The decisions we make are largely dictated by the packaging and its colours, not to mention the price. Beautiful, colourful packaging makes us buy with our eyes and only when we unpack the item after returning home it turns out that the content is not so great at all. Products that especially catch our eyes have an original shape of the packaging, what often can be observed among the bottles of alcohol, perfumes and cosmetics. The colours also play a very important role and it’s not accidental which of them have been used – both producers and stores use the psychology of colours to trigger certain emotions or associations. Warm shades like oranges, yellows and reds attract us to stores (e.g. posters with label “SALE”), but cool colours like greens and blues encourage us to spend more. When it comes to products, for example green colour is associated with healthy food (department with fruits and vegetables as well) and white colour with cleanliness and sterility or dairy.

Companies can also very easily increase sale of their products with a few other visual tricks. They very often mislead us with the product packaging, e.g. using „downsizing” strategy, when the volume of the product is reduced and the price remains the same! This marketing trick works because customers are more sensitive to changes in the product’s price than volume or weight – but that's another story which we'll revisit soon…

Unfortunately we often pay for the packaging, not its content, so next time look closely, read the information placed on it and don’t be fooled by aesthetics!

Which of the other senses will I be writing about in my next post? Wait until Tuesday and you’ll find out! ;)

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