Before we talk about brand identity design and its relationship to psychology, let us admit that our vision of the world has become part of it to a large extent linked to the messages that the brand conveys to us. We say it is not about consumption or buying and selling, but rather with our entire lifestyle. The form that the brand imposes on us doesn't convince us that the world and people's awareness 20 years ago was the same, especially now in the era of smartphones, cosmetics, and social media platforms, the issues raised and ideas broadcast to us by major brands, the problem has to do with affecting our consciousness and our subconscious as well, we are prisoners of brands, This is not a flaw. A brand is supposed to have customers who love, are loyal to it, and trust it, but will this brand be trustworthy? Or will it be manipulating the feelings and emotions of people and falsifying the facts?
Well, it seems from this introduction that there is an actual relationship between brand identity design and psychology because we talk about feelings and emotions more than we talk about ideas and arguments, so let's delve further into this topic.
Creating a brand is an action or a series of other acts; it is a chain effect that keeps the marketing process of this brand in a continuous state of activity.
It is a solid plan to communicate your brand's values and your company culture to your customers. One of the most important goals that you would like to reach for any brand on the way to Establishing its commercial identity is to become a loyal friend of the customer; how to convince customers that this brand or retail identity, which has no physical existence, unlike the company's headquarters, sales headquarters or administrative building, is that this imaginary thing consisting of colors, symbols, and texts.
He is like a human being, and this is something that does not have a lot of logic but instead requires targeting emotions. The direct influence on emotions comes only from understanding your target audience's psychology, tendencies and orientations, average age, average social classes, and how their surrounding factors affect their reality as individuals.
The sign comes. It does not matter if it is a physical gap; it can fill a psychological gap in the depths of its customers, which is what big brands do. Think about it well, and you will find that most of it means developing psychological needs and following them. It is then targeted to connect customers with the brand.
We are not talking here about convincing you of the relationship between psychology and business identity design. We are not proud of our ability to design it, nor are we ashamed of it. However, a problem in supporting the inclination towards luxuries in humans, as long as it is benign and not excessive, and the relationship of commercial identity and psychology with humans is based on four factors: the psychology of colors, distinguishing patterns, a sense of belonging and warmth of the herd, the five personalities of the brand.
We will talk in detail about each of them in the following lines.
Colors are around us in everything, we can distinguish millions of colors, hundreds of shades if not thousands, and we can love a specific mixture between colors and hate a combination that unfortunately will not be comfortable for the eye, so colors come as one of the most important factors affecting people's psyches from During mixing or displaying them individually.
People see it innately, all humans are born with the same feelings towards a particular color, or a specific color evokes within them one sense, but what another group sees is that the issue is culturally influenced, as evidenced by the different connotations of colors from one society to another, Whatever the reason, no one denies that colors affect our psyche, for red is anger, blood, and heat. But, at the same time, blue is sky, sea, serenity, and relaxation, and green is plants, nature, comfort, and so on…
Hence, the brands were used according to their target audience, values, prices, and field of business. Given without the other, in the design, there is no right or wrong; there is the question: is it appropriate or not?
We are not talking here about the design of the commercial identity and its relationship to psychology about visual patterns. This is only partial, but the total point is that humans can easily distinguish patterns. The larger pattern is the pattern of experience, and a question has been raised about why a fast food restaurant continues Such continuity. However, other restaurants in the same category serve better but are not as popular. Pattern or consistency is the typically accepted answer, as you go there and expect the same average quality sandwich, almost the same fries, the same taste, the same bread without the extra Or decrease, this terrible ability to maintain the consistency of the experience made you go there without being afraid of frustration, the experience of the last time is the same.
It will be repeated; from here comes to trust and to build loyalty towards the brand; unlike other restaurants, for example, it gives an experience from excellent to Medium, if the first time you served it perfectly, you will not be sure that the excellence will continue following times, frustration knocks on your door and always makes you resort to the average restaurant, did you see that the issue is psychological?
Did you see our words in the introduction? Which we have made clear that it is not just about buying and selling but about a complete lifestyle with a brand culture that you impose on society. The issue comes as a group of people decided to purchase the products of this brand or rely on its services, which made them distinguished from others, especially since dealing with this brand and buying its products or enjoying its benefits created similar behaviors that made them closer to each other, so what these brands sell is not clothes Sports and not a car rental application, but sells the feeling of belonging to a class that you may consider yourself as strangers, but this is not true. The brand gathered you and made you one class that can feel its members and understand their behaviors. Belonging is an innate need for humans, and satisfying it was one of the most innovative marketing attempts.
There is a marketing theory that assumes that there are five personalities for brands, trying to be highlighted by the design of the commercial identity, and most likely, the personalities will not depart from these five examples, and the five personalities are as follows:
Feel free to talk to Ocoda to discuss the importance of psychology when designing a brand identity and how it affects your customers, making them more connected to your brand.