Our brain depends on still pictures. Even when reading text, our brain processes the text as pictures of the words our eyes see. Our eyes really are cameras, taking many, many photographs every second.
We shop with our eyes and more importantly, we buy with our eyes. Sadly, we still pay with our wallets. This is why product appearance, the design of the store or office, the employees’ style of dress, the company web site and all other marketing efforts should work together to give customers the necessary visual information they need to make a purchasing decision.
This also means that many consumer decisions are emotion-based. Customers buy based on what they’re feeling and not necessarily on what they’re thinking.
Our brain attaches an emotion to things we value. Do you like the way the product looks? How do you feel about the salesperson and the store atmosphere? Do you trust the company behind the product? Will you be happy with the purchase? Will the product somehow make you feel better?
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