Have you ever bought a product that was not in the plan when you went shopping? Or have you ever spent a long time in a store that you just entered and didn’t realize how the time passed? So, could it all be a coincidence?
Brands make decisions regarding all their advertising, product design, store design, promotions and similar activities. thinking much more than meets the eye taking. In fact, with the products, advertisements and other elements that emerged as a result of skillful decisions, managing our perception they direct us to the desired choice.
As a result of many researches, it is tried to make the right choices that will create the desired perception in the consumer and increase the sales rate. So nothing It’s not a coincidence.
Every detail you see when you enter a store is chosen to create a certain perception.
When it comes to brands stores, only location and interior design are pleasing to the eye. much more taking their decision into consideration. Every detail and more that you can think of, from signage to floor and wall color, from shelf type to in-store layout, is created by brands. by doing research is selected and created.
Shelf layout, wall and floor colors, lighting, corridor and space width, and many other items both to encourage the shopping process of consumers and to serve the brand. to guide perception is selected.
Even the positioning of the products in the store is done for the purpose of creating perception.
The brands that divide the interior of the store into sections are one or two steps away while trying to highlight the discount and price in one section. as if you were in a different store they can create sections where price and discount are not at the forefront.
The reason for this is by creating a sub-brand within the brand and calling it the “quality” or “luxury” part of that brand. trying to play with consumer perception.
The meanings they represent are taken into account when choosing the colors to be used.
Each color creates a different perception in consumers. For example The color red is strong, exciting, warm and sensual. while detecting blue color cool, calm, respectable is perceived as. Color selection in stores is made according to the meaning of the colors and in accordance with the area where the color will be used.
For example, in supermarkets, the aim is to reach the customer. keep it inside for a longer time and create a clean perception Natural colors such as white and beige are preferred.
Brands design fragrances for their purposes.
Brands want consumers to spend more time in their stores. Another factor they take into account to ensure this is smell.
Both brands making the consumer weaker It especially chooses fragrances that will reduce its bargaining power and ensure that it stays in stores for a long time.
Studies show that each smell causes a different behavior in people.
For example, vanilla and cinnamon scent It is known that people spend more time in
According to a study, fragrant products are found 84% more attractive by consumers.
Brands use the power of fragrance both in their products and in their stores. For example Aber&Crombie brand also sprays fragrances on the products it sells. In this way, consumers can distinguish the brand’s products by their smell.
Music also affects our behavior and therefore our purchasing preferences.
Studies have found that slow-tempo music slows down movements, while fast-paced music accelerates movements.
Brands customers in-store slower tempo music if he wants to spend more timeIf they want them to get in and out quickly, they choose faster-paced music.
According to a study, jazz music makes us spend more money.
Research has investigated how musical genres cause behaviors. For example, jazz music allows us to spend more money, while classical music allows us to turn to luxury brands.
Not only the music played in the store, but also the sounds of the products have an effect on perception.
For example, the sound that comes out when applying deodorant is actually produced by the “Axe” company. spending millions created. In the researches women and men have different hertz As a result of the detection of the effects of the effects, both women’s and men’s deodorants produced different hertz-sounding products.
The reason why advertisements are given especially in the evening is because it is the moment when the person is most vulnerable.
Although it is much cheaper to advertise during the day, brands advertise especially at the busiest times. Advertisements given in the evening and night when they are most tired and rested. For this reason, brands more easily influenced Therefore, they choose to advertise during this time period.
The reason why brands such as Netflix do not license some popular broadcasts for a long time is to create fear of missing out.
Netflix, which can normally get a long-term license for a newly released broadcast, does this to restrict the procrastination behavior of viewers.
Knowing that not every broadcast will be there forever, the person starts to watch a broadcast that he would normally postpone, with the fear that it may be removed at any moment.
By skillfully using the factors we mentioned and many more, brands actually never change our perception. without even knowing they can manage. As consumers actually very vulnerable and weak in the face of brands Even if we are in this situation, can we say that brands have succeeded in convincing us that this is what we want as well?
Source: Research Gate, DergiPark, Academic Link