I’m sure you’re all aware that decisions that we make on a daily basis are emotional or non-conscious.
However, the science behind that is indisputable, our nervous system reacts faster that our logical decision-making capability.
Non-conscious decisions are complex, fast and constant, they rule our lives and are effectively the most accurate definition of who we are, therefore no decisions are made without an emotional response. When conducting research, you really shouldn’t ask “why did you decide that?”, as our conscious brains take over and make up and justify the decision, rather than what is naturally occurring – the non-conscious decision. How about asking “what’s important to you?” You’ll get more insight from that.
Our first impressions take milliseconds, and a visual pop-out is actually more important to our reaction – for example a large image placed centrally on a website has the best response. Equally being more human solicits a better response, use of colour and greater proximity to an image create a more emotional response.
When writing websites, interesting content, marketing material and so on, remember that people react in different ways to different sensory language, some may prefer writing that is written about feelings, others may prefer a more visual style – using words such as see and look. So write for all, not just the way you like writing.
Other elements that work on an emotional level are:
- Social proof increases spend
- Extra is more valued that discount
- Fear of loss is more motivational than opportunity to gain
- Pleasure now, pain later
Needs and benefits equate to rational behaviour, the emotional is often the irrational, but connects to us.