Every brand has the opportunity to speak to both the emotional and logical sides of their audiences’ brains. No one listens to logic without an emotional reason to. Therefore, it is vital that when constructing your brand messages you give both sides of the brain their due.
Emotional: People who rely more on emotional reasoning depend more on visual references for understanding and tend to be visual learners. They are more emotional, swayed by feelings, and are better able to understand and reflect on these feelings. Emotional thinkers are intuitive and curious about the world.
Logical: People who rely more on logic are very organized. They prefer schedules and deadlines, and love rules and regulations. They tend to be more auditory learners and remember words better than visual cues.
An effective website speaks to both sides of the brain by providing visual cues for the emotional and factual information for the logical. Appealing to both sides ensures a full brand experience for the consumer. It is important to clarify which side your product or service appeals to most. Is it a price-based, logically dominant buying decision or a luxury emotionally dominant purchase?
Your website’s structure should support your user’s purchase process. Do you draw customers in to connect with your product through beautiful lifestyle photographs? Or do you drive traffic to buy with featured prices and products and e-commerce right at the top of your home page?
To compete in a highly competitive market, Focus Eye Centre needed to emphasize empathy, high end customer-care and quality of service. The emotional side of the Focus Eye customer responded to the warm visual imagery as a metaphor for the high quality of care, whereas the logical side responded to the medical descriptions about the laser eye surgery process and simple ways to get in touch with a Focus Eye customer service representative.
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