Translating Your Visuals Into Emotions
Emotions pull us toward a brand, a product, or an action.
Feeling overwhelmed might pull us to scroll Netflix for a comfort genre film or light our favorite candle while we take a hot bath. Maybe we’re watching the film while we have the candle burning and the water running.
Feeling deeply motivated and ambitious might pull us to get our bodies moving or our brains working on overtime. So, we’ll grab our running shoes or find our favorite artist to put on blast while we work.
So, picture this: your product is that thing someone grabs when they’re feeling a certain emotion.
We’re certain this is making sense to you and that your brain might even be mapping out the reverse logic of your product to the emotional pull.
Guess what? We’re going to do this with ya.
Let’s start at your product. You made it for a purpose. You put your time and energy into curating a product that you and people like you could enjoy.
So, let’s take into account that emotion. It’s true, most often we associate our product with joy or pleasure. And, that’s okay! We want to zone in on that emotion.
Let’s take the image above: a luxury perfume. Maybe it’s date night, and your customer is getting ready. They want to feel decadent and sensual. Giddiness, romance, confidence, nerves or that “butterfly in your stomach” sensation—these are all emotions that could surround a date night.
What does that mean for your branding and marketing? Let’s break it down.
Step One: ~The Feeling~
How will your product make your customer feel? Define 3-5 emotions.
In what situations or scenarios will your customer experience (or seek to experience) those feelings, and therefore reach for your product? In the example of a perfume, depending on the scent profile it could be date night or another occasion (a party, a wedding) or it could be part of their daily self love ritual. Maybe your scent is actually more associated with confidence at a job interview or at the office, maybe it’s light and flirty and perfect for girls’ night. Where in your customers’ lives does your product enhance the experience?
Step Two: The Aesthetic ✨
What aesthetic evokes those emotions? Grainy and vintage? Dark and moody? An action-blur and bright pops of color?
Note: If you don’t already have brand colors selected, consider the emotional value of color when selecting a palette to ensure it aligns with your brand and product’s intent. If you’re looking for some guidance, we’d love to help with your branding!
How can you set the scene? In the photo above, the setting is working to demonstrate not only when to use the product (while getting ready), it suggests the mood and occasion for which the product is being used. The tones are deep and luxurious, but neutral and glowy. The champagne glass indicates indulgence and excitement. The peek of jewelry implies the subject of the image is going all-out and draping themselves in finery-dressing to feel good and impress.
Don’t just choose a setting for your visuals, dress it up with elements that are driven by feeling and motivation. What aspects motivate your customer to reach for your product?
Step Three: The Investment 🪴
Invest in professional photography! If you’re feeling a little unsure, need some inspiration/direction, or just want quality assets that draw your customer in, reach out to work with us on curating authentic, emotionally driven brand visuals!
