How to Evoke an Emotional Response from Consumers


Humor is one of the quickest and easiest ways to get recognized and generate a response from consumers. However, in the grand scheme of things, that response is short-lived. Some of the most memorable marketing material of all time created epic emotional responses out of viewers and you can do it too. All it takes is a few essential ingredients to bake up a perfect marketing recipe.

Get to know the Wheel of Emotions.

Robert Plutchik’s Wheel of Emotions will tell you exactly what elements of emotion you need to generate the right emotional response from your customers. For example, want to create feelings of love? Use elements of joy and trust in your marketing material.

Ask a question.

Asking the right question can create any emotion you want it to. If you’re targeting fear to promote children’s car seats for example, ask “Will your child’s car seat withstand a 40mph impact?”. If you want to target optimism to promote children’s car seats, ask “Have you met the car seat of your baby’s dreams, yet?”

Use the right colors.

Every color touches on a different emotion. It is essential to have a color scheme in your marketing material matching your intended emotional response. If your entire branding strategy targets a specific emotion then make sure every piece of marketing material you release follows the same theme and profile of colors. That goes for your organization’s social media accounts like Instagram and Pinterest as well.

Use statistics.