When Will You Use This?
Creating your brand’s messages. The effectiveness of your ad’s communication is directly related to the visual cues and physical structure of the ad.
What’s The Red-Letter Bite Today?
Previous studies confirmed that the customer perceives specific brand emotionally closer when the brand’s image in the ad is similar to the image which the customer has about the brand.
The current series of experiments* analyze friend-like and leader-like brands, their representation and connection to customer’s evaluation. Researchers notice that when the role of advertised brand (Friend or Leader) and the visual portrayal of brand and customer in the ad matches, it improves customer’s evaluations of the brand.
Going into detail, when the brand is advertised as a friend to its customer, consumer evaluates it more positively if the brand and the consumer is located horizontally close to each other in the advertisement.
On the other hand, when the brand is advertised as a leader, consumer evaluates it more positively if the image of the brand is placed above and further from the consumer in the advertisement.
Addition To Your Bag of Tricks
When you determine whether you want to promote your brand as a friend or a leader, you can focus on specific layout in your advertising campaigns.
- If you want to promote yourself as a friend, place your brand close together with your consumer in the advertisement (for example, check some ads of fast food).
- If you want to promote yourself as a leader, place your brand further from and high above consumer in the advertisement (for example, check some ads of luxury goods).
*Huang, X., Li, X., & Zhang, K. “Seeing” the social roles of brands: How physical positioning influences brand evaluation. Journal Of Consumer Psychology. October 2013; 23(4): 509-514. {Thanks for the material}
P.P.S. Need some help on creating your Brand's Message? Let's do this together.
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