Our slogan, “Great creative moves people”, really gets at the core of what great design and marketing does — it uses creativity to help people see something in a new light, to make a decision, to be moved. This blog post is about drawing on an individual’s emotions to move them.
When developing a marketing message, our main job is to communicate in a persuasive and memorable way. This involves being clear, but also being creative, in order to get the right response from the intended audience.
For instance, if someone from the automotive or energy industry comes to us for package or brochure design, we might focus on reliability and trust. We can do this by presenting facts — this oil lasts longer than competitors, or a power source might be the most cost-effective. But we could incorporate strong graphics, interesting type fonts, as well as textures and imagery to reinforce that audience trust on an emotional level.
But what might not be clear is that these messages aimed at engaging a person’s intellect actually establish a human connection to a particular product, service or cause. They can even elicit a clear emotional response, making the audience laugh, cry, or think — and perhaps all three.
A message that makes someone laugh presents ideas in unconventional and unexpected ways. A message that makes someone cry means that someone deeply cares about something. And a message that makes someone think means the audience has to search their own intellect and work to understand a particular thing.
When an audience laughs, cries, and thinks, they’re emotionally engaging with and internalizing a message.
A great example of a message that is emotionally effective is a TV commercial for the Sussex Safer Roads Partnership advocating road safety. It shows a man pantomiming driving a car in a living room with his wife and daughter close by. In slow motion, a look of shock comes over his face as it becomes clear that he’s in a car accident. His wife and daughter quickly come to his rescue, with their arms forming a seatbelt that saves his life.
Watch the video below.
This has become one of our favourite examples of how a message can be emotional, but there are many other examples of humanizing messages in ways that elicit emotional responses.
When approaching brand strategy, visual identity, websites, advertising, marketing, packaging, design, and all the other things we do, we’re always looking for a way to make things human, emotional, and memorable.
Great creative moves people.