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Selling To Your Subconscious

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Your mind is a labyrinth of nerves and receptors. The subconscious is a part of the maze we’ve only begun to explore or understand. It’s the underbelly of your thoughts, the part of your mind which operates without you even knowing about it. Your conscious mind is your awareness to the outside world. Your subconscious mind, on the other hand, is the part of your mind that is responsible for your behavioral and physical functions (like breathing or blinking) that you don’t have to think about manually.

brainmaze

The brain is the most powerful computer known to man, but also one of the most fragile. If you can tap into the subconscious section of the mind, you can drastically influence the conscious, and advertisers know this fact all too well. Thanks to the power of subliminal messaging, advertisers can make you see and feel things without you having the faintest clue your subconscious has been infiltrated.

This method of advertising was first founded in 1957 during the screening of the movie “The Picnic”. A Coca-Cola marketer named James McDonald Vicary spliced in the messages “Drink Coca-Cola” and “Eat Popcorn” for 1/300th of a second every 5 seconds into the film, the sales of Coca-Cola increased by 18% and popcorn sales went up an astounding 58%.

popcorn

In 1958, only a year after this method was first used, subliminal advertising was banned in the United States as well as the United Kingdom and Australia. But this ban didn’t stop advertisers one bit, and looking at the spike in sales of Coke and popcorn it’s easy to see why. This spawned a new form of advertising that’s specifically targeted towards your subconscious that we’re still experiencing to this day.

“Sex sells” isn’t just a phrase that advertisers throw around just to be risqué, it’s an undeniable truth. Attraction is a natural physical stimulus and if you can make your product more attractive by using sexual imagery, then the product becomes more desirable. But being too blatantly sexual can be off putting, especially to the public. That’s where the power of subliminal messaging comes into play.

coke

Tangled Hidden Messages

Burger King It will Blow Your Mind Away

Feeling a mind controlled by subliminal tactics yet? Well buckle up for this one because this is a whole other level of manipulation- Back in 2003 the US government got a patent for “Nervous system manipulation by electromagnetic fields from monitors”. Here is a summary of what the patent entails- “Computer monitors and TV monitors can be made to emit weak low-frequency electromagnetic fields merely by pulsing the intensity of displayed images. Experiments have shown that the 1/2 Hz sensory resonance can be excited in this manner in a subject near the monitor. The 2.4 Hz sensory resonance can also be excited in this fashion. Hence, a TV monitor or computer monitor can be used to manipulate the nervous system of nearby people.”

In layman's terms, they can and most likely have made you feel however they want about what’s being displayed on the screen by using frequencies you cannot hear. Creepy.

truth about television1

Not all subliminal messaging is used to sell. It is often used to provoke a feeling or perpetuate a story. For example, X-Men perpetuates a metaphor for discrimination of the LGBTQ (Lesbian, Gay, Bisexual, Transgender, Queer) community. As mutants grow into their abilities around puberty, they face opposition when telling their parents, and are generally thought of as outcasts. Another example is in the movie The Exorcist where the demon is never blatantly shown, only small flashes of his face are visible throughout the movie, evoking a more horrifying emotion for the audience.

You know subliminal advertising has worked on you when you feel moved to do something after watching a movie or commercial without even knowing why. Something as simple as wanting to buy a pizza after seeing an image of it on a commercial is an example of subtle subliminal advertising. Movies even include blatant shots of products to whet your subconscious whistle.

With the changes in the way we market today, subconscious advertising is becoming a larger fabric of our marketing mix. Marketing is now dictated by evoking an emotional response; direct “let me show you my products so you can buy them” marketing just doesn’t work as well anymore. The informed consumer doesn’t want to be directly sold which forces retailers to creatively inject their product benefits into their advertising, convincing consumers that buying their product was their idea all along.

As you work on developing a subliminal marketing campaign for your business, make sure you’re partnered with the right marketing firm to help you achieve your goals. XLDesign4U specializes in developing customized design and marketing plans to meet your unique needs. Consider a consultation with one of our team members to develop the most effective subliminal marketing campaign for your business.

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Nostalgia Marketing

 

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Nostalgia originates from a Greek compound, consisting of νόστος (nóstos), meaning "homecoming", a Homeric word, and ἄλγος (álgos), meaning "pain, ache". At one point in time it was considered a serious medical condition before being recognized as an emotional response to memories.

Good advertising evokes emotion; a sentimental bound can do just that. Our memories are our identities. Everything you say or do derives from your past. About every half decade all the cells in your body are replaced, so in about 5 years you aren’t going to be the same body. But you’re still the same person, and that’s all thanks to your memories. Nostalgia is a feeling of connecting with the younger version of yourself, a version of yourself that is long gone, which can warm the heart of even the coldest person.

Whether it’s a continuation of a series that was discontinued or canceled years prior, a reboot of a beloved franchise, or simply including a famous character from the past, nostalgia can be a impactful advertising tool if used properly.

Check out these popular examples of nostalgia marketing used by beloved brands you’re familiar with:

throwback

Surge

Crystal Pepsi

The Jungle Book 2016Ghostbusters 2016 film poster

Kermit-Toyota

NintendoClassicMiniNES

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As you review how these successful brands have utilized nostalgia marketing to evoke an emotional connection to their product, what are some ways your marketing goals can achieve a similar response for your customers? Here are a few tips to get you started:

Quality is more valuable than a flashy gimmick. When developing a nostalgia related marketing strategy, it can be tempting to become a bit cheesy. This is not necessary. Emphasize the quality of your product and that will create a response within your audience. Show that your product is timeless. Brands like Nintendo and the Throwback Pepsi illustrate that their brand is powerful and timeless. How can you communicate the same with your brand?

Create an emotional tug. Do you think there is any connection between Coke and Clydesdale horses or polar bears? There is no real direct connection between the two, but their advertising creates an emotional pull that makes you feel warm and fuzzy inside. Apple has also done the same in some of their recent holiday marketing with the Frankenstein monster that was a first unaccepted when he began caroling among the crowd but one child turned around the entire scenario when she began singing with him. The emotional message – love and accept everyone. The marketing message – the new recording features in the new iPhone 7. In each of these scenarios, the companies managed to market their products while appealing to the emotions of their audience. When trying to evoke a nostalgic feeling among your customers, take them back to their childhood. Transport them back in time; resurrect their memories. Give it a try with your next campaign.

Resurrect the old. The examples above provide a great example of old becoming new again, or vintage. When something becomes old, it has not lost its purpose, it has just aged. Many things are timeless, like the Disney classics, Cinderella and Pinocchio. When old movies are remade, like Ghostbusters and Jungle Book, it is not an insult to the original. Rather, it is paying homage to the old, by blending the old with a bit of new. What do you have in your product wheelhouse that may be a bit old that you can bring back to show your customers how you’ve grown? Consider integrating that into your marketing.

As you work on developing your nostalgia marketing campaign, you will want to partner with a marketing and graphic design company that not only understands what you are trying to accomplish but has the tools in their wheelhouse to make it come alive. XLDesign4U specializes in developing customized design and marketing plans to meet your unique needs. Consider a consultation with one of our team members to develop the most effective nostalgia marketing campaign for your business.

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Molding Your Logo

 

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The old adage, “you don’t give a second chance to make a first impression,” certainly rings true when you are trying to land a new client. We’re told most our lives to not judge a book by its cover and to dive deeper rather than taking things at face value, but the truth is most people do just that. First impressions do matter. That being said, it is extremely important that you develop your business branding to reflect your business’s style and concept directly. Your audience’s first impression of your brand should be the right one. The center of your brand is your logo.

Think of your logo as a letter of the alphabet; when you look at the letter ‘A’, you immediately recognize it and know the sound it makes and exactly what it means. You want the same level of recognition with your logo.

A good logo is simple, appropriate, and memorable. Your shape should be exclusively associated with your company, and your company alone. You should be able to take away all the text from your design and it still be instantly recognizable as your company.

simplified-logos

To figure out your company’s shape, you need to know what the shapes mean to people when they see them. Choose one or combine a few to get your message across, but always remember to KEEP IT SIMPLE. It should be simple enough that a child can easily draw it and still be recognizable.

kidsdrawing

Vertical vs. Horizontal-

Before we get started breaking down shapes themselves, we need to talk about their orientation. How your shape is angled is more important than one may realize. It can directly convey certain attributes about your company at first glance.

Vertical designs exude strength, power, masculinity, and dominance. While horizontal designs give off a sense of rest, composure, femininity, and peace.

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Now, let’s start looking at what each shape means.

Geometric:

Circular- The circle, one of the most popular shapes used in design, exudes positivity. Perhaps it is the its relation to the all too familiar smiley face. It has no beginning, and it has no end; therefore it is infinite and whole. There’s a flow that comes with a circle thanks to its lack of hard lines and its bubbly nature which is soft on the eyes. It is useful for encapsulating and confining ideas, and when combined with other circles it can display partnership and unity.

Square/Rectangular- This shape shows structure due to its flat lines, making it appear stable, like the foundation of a home. Balance comes to mind when faced with these shapes.

Triangular- Depending on how it lies, the triangle can either convey balance if placed on its flat lines or lack thereof if placed on one of its sharp points. It can also represent direction. Often seen as aggressive and sharp, this dichotomy makes it a versatile shape in design.

geometric

Organic- Based off forms we see in nature, organic shapes come across as comfortable and interest based.

organic

 

Abstract/Stylized- These shapes are literal representations of whatever your message is, not found anywhere in nature nor amongst geometric shapes. It is a direct reflection of your business.

famous-abstract-logo-symbols

 

Simple Rebranding-

If you’re reading this article it is likely you’re in one of two groups -  someone making their first logo or someone who already has a logo and is wondering how it is holding up. If you’re a member of the second group and the “keep it simple” part hurt your soul a bit because your logo is anything but simple, I urge you to re-assess your brand message. Remember, you don’t get a second chance to make a first impression. What message are you conveying with your logo? Is it the message you want to convey?. If you look at the logos below from large companies, you can see overtime how they simplified themselves to be more recognizable.

logosimple

Each of these brands are highly successful and have stood the test of time. Take this into consideration as you review your logo. If you’re just getting started, I hope these guidelines will help you craft the brand message that is right for you that will clearly communicate your message to your audience.

Are you looking for a qualified resource to dialogue about your logo design? Contact the XLDesign4U team today for a free 30 minute consultation.

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Is your company warm?

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Colors have an undeniable effect on our mood, but what color(s) will best define what your brand is all about? This part two of our breakdown of color, and how to use it to convey your ideas and tonality effectively. Please note, that if your company doesn’t use the right color it does not mean you won’t be a success. However, you’re better off if you can make color work for you rather than work against you. If you can’t seem to find a color that matches your company in this article, please refer to our previous “Is your company cool?” article. With all that said, let’s get started on deciphering the warm hues.

 Red-

If any color is going to change your mood, this is the one.  It’s the color of love and passion, this can be attributed to our skin color changing to a red tint (blushing) when sexually aroused. On the other end of the spectrum it also represents anger and danger, think fire and blood and you can easily connect the relation. Whether it’s lipstick or flashing sirens, the ultimate response to red is an increased heart rate. Thanks to its ability to stir strong emotions it’s ideal for attention grabbing, so if your trying to stop traffic or get your brand noticed (Which works even better when paired with yellow, most effective color combinations for branding/advertisements known to man. i.e. McDonalds, Shell, Master Card, Superman, Lay’s, Burger King, Jelly Belly. I think you get the idea.) this is the color for you. Side note, pink and burgundy, which are variants of red, have different effects on us than red does. Pink is more playful and feminine while burgundy is often seen as sophisticated and masculine, so pay attention to your tints & shades because they can often alter your color impact on the viewer.

 

red-color-in-logosYellow-

Sunny skies and smiley faces come to mind when faced with yellow. Its light and joyful nature provides a sense of positivity to the viewer, people often relate it to happiness. It’s also the harshest color on the eyes because of the amount of light that reflects from it, making it the most attention-grabbing color of all (Why it’s often used for street signs and other alerts) but can also be too much. Other powers of yellow are that it increases metabolism (Makes people eat faster) as well as stimulates concentration (Why legal pads are often yellow, people make less mistakes). On the negative side, studies have shown that people lose their temper faster and babies cry more if placed in yellow rooms. With all this said, use yellow carefully. If used right you could make your company the focal point of people’s attention, but if done incorrectly could draw attention you don’t want. It may be the universal color of happiness but if you use too much it can put off the viewer due to its powerful attributes.

yellowOrange-

Oranges give you energy! No, I’m not talking about fruit and its vitamins. This color stimulates and allows for more oxygen to reach the brain, which can make you feel more enthusiastic and active. Red with its passion and yellow with its joy makes for a cocktail of uplifting vitality. Thanks to its red and yellow parents, it retains their traits of attention grabbing, but also retains the eye strain factor. However, of the three colors (Red, yellow, orange) orange is the middle ground, so it is often used in place of red and yellow if the design doesn’t call for their intensity levels of red or yellow. Think of orange as the most none invasive warm color, it’s more on the friendly/sociable side.

orange logos

Color is a fascinating element in our day to day life, and now with this knowledge of how color is perceived, you can accurately pinpoint what color(s) will work in your favor. The next article we’ll dives into shapes and how humans perceive and absorb them, so if you’ve found your color and not your form, look out for that one.

If you need personalized help with your color management contact XLDesign4U for a consultation!

Main Phone- 8045690527

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Is your company cool?

 

coolheader

Colors have an undeniable effect on our mood, but what color(s) will best define what your brand is all about? This is a breakdown on color, and how to use it to convey your ideas and tonality effectively. Please note, that if your company doesn’t use the right color it does not mean you won’t be a success. However, you’re better off if you can make color work for you rather than work against you. This will be a 2-part article series. We’re going to tackle the realm of cool colors first. So, let’s get started.

Cool Colors:

Blue-

There are plenty of industries where reliability and loyalty are the backbone of the operation; without trust there is no business. You need to trust your car to safely get you from point A to B, your health professional to know what they’re talking about, your grocery store to have fresh food, your news source to provide you accurate information, your home appliances to be reliable, your bank to secure your finances, and your social media to protect the personal information you’ve shared with them. The companies in these fields use blue to their advantage; it helps convey that they’re dependable and secure.

Scientists have theorized that the reason we attribute blue to these emotions is due to the sky. Blue skies are a sign of clear/calm weather and stability in nature; therefore, it naturally gives us a feeling of security and a relaxed feeling (Hence why a lot of people paint their rooms blue). It has also been shown in studies conducted that workers in a blue office opposed to a white office made 20% less errors due to its stabilizing effects. But our primitive responses of blue are not all positive.  It has also been proven that blue is one of the worst choices for the food industry. Our brains are hardwired to avoid black, purple, and blue foods because back in caveman times those colors signified that the food was either rotten or spoiled. Blue is considered an appetite suppressant due to this correlation. (So, you may want to avoid painting your restaurant blue!)

Blue

Green-

Green being one of the most predominant colors in nature, it’s safe to assume that it has an ingrained effect on us as humans. Mixing the refreshing quality of blue and the cheerfulness of yellow, your result is the tranquil color green. It’s known to cause the least eyestrain of all the colors, and can improve vision thanks to this. Its easing nature is used on patients and performers alike; they’re often seated in green rooms to calm their nerves before a show or surgery. If darkened, green can also imply masculinity, wealth, and a conservative domineer.

These effects of green can be seen echoing throughout various industries having to do with health and organic foods, the environment, banking, as well as refreshments.

Green

Purple-

By combining calming/relaxing blue with passionate/aggressive red you wind up with the mysterious and multifaceted purple. Without defined undertones it can be viewed as an uneasy color due to the collision of red and blue, but once administered purple takes on the undertone’s characteristics. Often associated with royalty, mystery, and beauty it shown to have a mass appeal among adolescent females and creative types alike. It’s useful when marketing anti-aging products, creative services, and products that are soothing.

Purple

None of these colors match your companies desired message? Don’t fret, your company may be warm! Look out for part two of this article where we dive into the psychology of warm colors and how to apply them effectively to your brand.

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