Psychology, sociology, economics, mathematics and statistics – these are several sciences used in traditional marketing. But today marketing is looked at holistically as an art with an in depth understanding of consumer behavior, usage of information systems and the exploration of one-on-one customer selling. But most interestingly and most underutilized is the emphasis across all types of marketing the importance of emotional design. This emotional design is the foundation for any successful product in today’s world.
As Donald A. Norman articulated in his book Emotional Design: Why We love (or hate) Everyday Things (2007), there are three levels of design creation. The first level, and arguably the foundational level is the visceral component.
The visceral is the initial impact of a product; the look, the touch and the feel. This component also creates that initial curiosity in the product, the “pre-consciousness”. Simply put, first impressions matter.
The second level is the behavioral. This component can be expanded to include the functionality, usability and performance of a product. Some marketers believe that this is the right of entry, since before you even discuss the third level, the behavioral component has to be well established. This is the experience customers have with using your product, is it positive or negative? Does it leave a lasting warm impression or cold? How easy is it to use? How functional is it? What activities does it support? This is the foundational level where traditionalists believe a product succeeds or fails.
The third level, and the purpose of this article, is where both thoughts and emotions reside. This third level known as the reflective is highly influenced (or vulnerable) to cultural stimuli, type or level of education, life experiences and personal differences of individual people or groups. This level also can override the other two levels, since what some people find to be aesthetically appealing others will not, these differences are reflective in the way we experience the world. This reflective level can also be extended to the satisfaction of owning, displaying and using the product. This is the level where self-identity is created, through the relationship between oneself and the product. This level can also be viewed as a “mirror-window” brand that is a window to let people glimpse into a bit of who you are, and mirrors lasting emotional self-satisfaction. This is the level that great marketers excel at, and where good marketers fail. Some of the most successful brands (think Apple, Disney, Google, Nike and Rolex) have succinctly reached into our inner dreams and created products that inspire us with aspirations and hopes.
As the Management Theorist Simon Sinek gleefully articulated, brands that tell you the WHY and not just the WHAT succeed the most. Instead of focusing on just attributes or buzz words, brands like Tesla appeal to our inner most desires by creating stories that deeply resonate with us. As Elon Musk embodies the Iron Man of automobiles, and the Tesla the ever so sought after the lost Ark, it drives us to be part of those stories, although we rationalize it to our close friends and family as being responsible or environmentally friendly, deep down the drive is to be part of something bigger than ourselves. To be both adventurous and daring while also responsible and reliable.
It’s also critical to note that the visceral and behavioural levels are about the “now”, they are based on your experience with using that product at any given moment, whereas the reflective level is influenced by a much longer timeline, including your past and your expected future, it includes the hidden unspoken level of unconsciousness that stretch beyond traditional attribute marketing, but speak to the little boy or girl inside each and every one of us.