Use the emotional or personal appeal to conjure up feelings that grab your customers’ attention and create associations with your products or services. Common emotions advertisers have applied to their campaigns are humor, fear, joy, sadness, excitement, pity, and anger.
Find a balance here by using images that tug at your audience’s heartstrings but don’t pull and push them into feeling something. In other words, don’t go over the top and be careful to not look manipulative.
A widely used and long-established technique that many brands have been using over the years is to focus on joy or creating a sense of achievement in your customer. For example, many commercials for household products concentrate on showing friends, family, the home, fun, and being social. When you set out to create your joyful ad, think about the desires or goals of your target audience and work these into your campaign as the golden thread that runs through it.
Use Color Psychology to Evoke Emotions
If carefully crafted, your graphics help grow your sales and business. Colors generate certain feelings and you can use this to your advantage for your visual marketing materials. Think about the associations you want your customers to have with your products and brand to pick colors that evoke those emotions. If your advertising campaign is international, be sure to research the meanings of colors in different cultures to avoid any faux pas.
Consider the interplay between colors you’re using in your background, photography, fonts, visual accents, and branding elements. Derive your color scheme and palette from there to use in your advertising.