The power of colors in emotional marketing

shahadat118

That colors and moods go hand in hand is something that has been studied for years. It is also well known that marketing that works appeals more to emotions than to the rational part of the human being. Therefore, the fact that there is an influence of colors on marketing should not surprise anyone. What may surprise you is the close relationship between emotional marketing and turnover.

What is emotional marketing?
We owe the concept of emotional marketing to Elia Guardiola, who also developed the theory that defines its four fundamental pillars. According to Guardiola, emotional marketing is marketing that bases its effectiveness on awakening customers' emotions to persuade them to buy . But not in any way, but by creating an emotional relationship between brand and customer.

This awakening of emotions, this relationship, is based on the following four principles:

    Brand-consumer emotional bond : brand and Mexico Mobile Number List customer establish a relationship that goes in two directions. The customer lives an experience that makes them fall in love with the brand. The brand receives feedback from the enamored customer and continues to feed that emotion.




  Experiences, sensations and emotions : offering sensory experiences that awaken emotions is the way to stand out in a context saturated with information. In the publishing market it is very clear: readers no longer want stories, they want to laugh and cry with their protagonists.
    Lovemark : Becoming a lovemark is the goal of emotional marketing . And lovemark are those brands that, just thinking about their name, awaken an emotion. For example, Coca-Cola, which has been the spark of life for decades and which qualifies that emotion in each campaign to adapt to the moment. In this sense, branded content is vital.
    Content marketing : emotions do not transmit themselves, they need to be sent to customers and for that content marketing is crucial. Specifically, storytelling helps you talk about emotions without having to mention them. In this way they reach your client without a filter and make the bond they form with your brand more organic and lasting.
Colors in emotional marketing: essential to create a campaign
Emotions and colors go together everywhere. The philosopher Aristotle already dedicated himself to studying the relationship between the two in ancient Greece, and he was not the only one. There have been many theories about colors and emotions and, therefore, about colors in marketing and color psychology.

Perhaps the best known is Robert Plutchik's Wheel of Emotions Theory , according to which the most important emotions can combine to form secondary emotions. A bit like the color wheel. If by mixing blue and yellow we obtain green, according to the professor and psychologist Plutchik, by mixing sadness and rejection, we would obtain remorse.