The Power of the Person Face in Marketing: Why Emotions Matter

The Power of the Person Face in Marketing: Why Emotions Matter

Marketing strategies have progressed over the years, and consumers are becoming increasingly selective and demanding with the content they see. Marketing communication through social media and digital platforms has made businesses change their narrative to appeal to their audiences emotionally. One such technique that has gained popularity is the use of emotional images, and particularly the person face, in marketing materials. This approach is aimed at establishing connections between the brand, its products and services, and the consumer. Given that the person face is one of the most expressive visuals available, it is an invaluable asset in creating a memorable emotional connection with potential and existing customers.

The Science Behind Emotions

Emotions are powerful phenomena that have a direct effect on our decision-making process and, consequently, our purchasing behavior. One research study points out that the amygdala, an area of the brain responsible for processing emotions, plays a critical role in shaping consumer choices. The simple reason is that the amygdala takes precedence over other areas of the brain in decision-making and that it is wired towards processing faces. It, therefore, means that using the person face in marketing communication can elicit emotions and stimulate a potential customer’s brain, resulting in an emotional bond between brand and consumer.

The Person Face in Marketing: How It Works

Pictures of people are often used in marketing communication. However, not all of them have the same impact as those with facial expressions that depict positive emotions, such as happiness, joy, or contentment. These images can influence the emotional state of the viewer, leading to an association between positive emotions and the brand. Furthermore, the positive associations will likely stick in the viewer’s memory, leading to a recollection of the company whenever the consumer is presented with a product or service similar to the one that captured their attention initially. Therefore, the person face in marketing is used to trigger a positive impression of the brand and retain the viewer’s attention and loyalty.

Examples of Successful Marketing Campaigns that Utilized Emotional Images

Many companies have successfully used pictures of people to generate engagement and loyalty with consumers. For instance, Coca-Cola is renowned for its campaigns featuring images of happy people, signifying their products as essential ingredients for a happy life. Another good example is Apple, whose advertising campaigns regularly feature people enjoying their products, which triggers a positive association with the brand.

Conclusion

In summary, the use of emotional images, particularly person faces, resonates with how the human brain works and how it processes information. The person face, in specific, is an invaluable tool for businesses to connect with their audience on an emotional level and create long-lasting loyalty. Marketers should, therefore, embrace this powerful tool to develop and implement more effective and engaging campaigns, leading to higher sales, engagement, and retention.