ARTICLE SUMMARY: When it comes to branding, there’s nothing worse than a designer putting their heart and soul into a project and then having it sink faster than the Titanic.
While there are many reasons this can happen, the number one cause of failure in any branding project is neglecting the psychological impact on the target audience. Without an understanding of human nature, how can you expect a person to connect with, trust, or even remember your brand?
“The Psychology of Branding: Why People Don’t Just Buy Products — They Buy Feelings” by Goodman Soutonte Daniel explores the importance of psychology in branding and, more importantly, how to apply it to your own work. Topics discussed include:
- The Role of Psychology in Branding
- Core Psychological Drivers in Branding
- How to Apply Psychology to Your Brand Strategy
Most purchasing decisions are made subconsciously. Through psychology, designers learn how to use colors, shapes, words, and symbols to influence how people feel about a brand. This emotional connection is what drives preference and builds loyalty.
When you over-design without understanding human behavior, you start to bleed money. A beautiful brand that ignores psychology is nothing more than expensive decoration without feeling, the design becomes nothing more than visual noise.
Goodman reminds us that “at the end of the day, the brands that win aren’t the ones with the flashiest designs, they’re the ones that understand people.”
This is a great read for all designers and deserves a spot on the top shelf of your design toolbox. Let us know what you think in the comments.
