Anyone who has followed consumer electronics and online services knows that once a product reaches dominance, it becomes very hard for it to be dethroned (hello, iPod, Google, and Windows). Economists have argued for years regarding the costs involved in finding and adopting alternatives, but the psychologists will point out that familiarity and comfort play major roles in keeping consumers loyal to an incumbent. Research that appears in the Journal of Consumer Research delves into how these factors, collectively termed "Cognitive Lock-in," develop and play out.
The authors of the study point out that previous research has shown that cognitive lock-in is not just an abstract concern, but one comes with real-world costs: "the costs associated with thinking about and using a particular product decrease as a function of the amount of experience a consumer has with it. Thus, repeated consumption or use of an incumbent product results in a (cognitive) switching cost that increases the probability that a consumer will continue to choose the incumbent over competing alternatives." This suggests that, even if a product isn't especially easy to use, familiarity with it may overcome that drawback as, ultimately, its users don't have to think about their actions in order to get things done anymore.
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Monday, June 4, 2007
Color is probably one of the most powerful psychological tools and we are often not even aware of its power. If you didn't know it by now, the industrial psychology has a special field that studies the in-depth psychology of color.
Color is a very important factor in online branding, not solely for logos, but for web graphics in general. A simple shade of red could either send a good, positive message or generate an aggressive state of mind. To put it clear: color drives emotions and emotions are the most important factor in decision-making .
Color psychology is rather hard to define when we consider cultural differences, personal beliefs and subjective meanings. But some general aspects might help you in choosing the right colors for online branding.
First of all for a business website you should avoid dark backgrounds , especially black. It is true that dark backgrounds, when used wisely, might create a 'charmed' atmosphere, but is this the message you want to send? Shouldn’t you be focusing on 'reliability', 'trustworthiness', 'quality' and other such positive values? For a business website, avoid the 'Twilight Zone' look and feel, unless you sell magic potions, books of mystery or other such products.
Light backgrounds are the best choice to create uncluttered layouts. This is also the latest trend in web design. The 'heavy' websites of the past, with their saturated colors, their marble tiles patterns and their stripped backgrounds are passe. Sophisticated designs employ light colors with random dark hue accents, simple layouts and high quality, unique graphics that match the color scheme of the design.
Logos should still employ powerful, recognizable colors , the kind of colors that capture attention and appeal to the senses.
Usually, blue logos don't fail because blue is the favorite color of a clear majority of people. A look at the clear blue sky would help your body produce the chemicals you need to relax. But when it comes to dark blues, too much might cause stress and nervous tension. Commonly logo designers use navy blue for business-to-business logos, for financial logos and for official logos, as this color suggests dependability and straightforwardness, precisely the values needed for such affairs.
Green , in its various shades, is perfect for the hospitality industry, food industry (especially for BIO products) cosmetic (if we consider Yves Rocher and Garnier) and ecology.
Although each color has its audience and its industry, there are cases when one color might be successfully employed for atypical applications. It’s just a matter of 'how to' design using that color and other hues to create the best color combination.
Reds and orange are not so easy to deal with , especially online. But they do have their fans (Ferrari, Coca-Cola, etc) and with a good design they will reach the targeted audience faster than other colors. That's because red is the color of energy, movement and excitement.
For more information on Corporate Branding and Website Useability and Psychology, Contact Shifted Pixels.
Labels: branding , design , internet , Marketing , websites
Posted by Nick HaC @ 7:55 PM
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Basically, reputation management (online) is the business of monitoring what the marketplace is saying about your brand. It also means responding to situations before they run out of control. Venues include blogs, discussion threads, forums and social networking sites. A simplistic forumla is to allocate a proportion of resources to reputation management in relation to how important your brand is to your overall business.
Monitoring how consumers talk about your brand can provide early warning signs for product or service issues as well as promotion opportunities that can be leveraged. Companies can start by subscribing to RSS feeds of search results on their company name from blog and news search engines, set up a Google Alerts account or use Conversation Trackers.
Labels: branding , Marketing , online , pr , reputation
Posted by Nick HaC @ 7:37 PM
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Wednesday, May 30, 2007
How has online PR become the medium of choice in the ever-widening Internet marketing spectrum? First, a little history...
Labels: internet , Marketing , pr
Posted by Nick HaC @ 7:36 PM
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Tuesday, May 29, 2007
1. Trigger Emotions 2. Sharing is caring 3. Connecting all the way 4. Access, Access and Access The easy it is to gain access to your viral marketing campaign the more effective the results will become. Never require users to register, signup or do anything before they can view your campaign. The attention span of your audience is already short, you don’t want to waste the opportunity of getting you message through by losing people through churn.5. Advertisements is boring No-one is interested in watching ads, the best viral campaigns have a story and idea behind it. Nobody wants to read, watch or listen to someone brag about their product. Some of the best campaigns are a story and the product can be easily substituted with any product.So there you have it, the top 5 ways of improving the effectiveness of you viral campaign. Make sure if you ever want to spend lots of money on marketing ventures you consider the possibilities of a much wiser viral marketing campaign.sales@shiftedpixels.com.au .
Labels: behaviour , communities , Marketing , social networking , video
Posted by Nick HaC @ 12:28 PM
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Wednesday, May 16, 2007
Can you get your idea to spread?
Labels: Ideas , Marketing , Startups
Posted by Nick HaC @ 11:50 PM
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