Latest thinking from Sam
“A lot of times, people don’t know what they want until you show it to them.” (Steve Jobs)
I recently visited ‘Smoke and Mirrors: The Psychology of Magic’, an exhibition running at the Wellcome Collection, until 15th September 2019. It inspired me to think about how brands can use magic to inspire and influence consumers.
For hundreds of years magicians have achieved feats of trickery by exploiting the gap between what we think we perceive and what we actually perceive. Magicians use the theory of mentalism to demonstrate that free will is just an illusion and that humans are susceptible to suggestions
Companies can use the idea of mentalism to promote their service, product or brand. By investing in various communication mediums, consumers take in information that nudges them toward a decision. The best example of this is seen in content marketing, where marketers think from the mindset of their customers to develop messages which resonate with current trends and demands
The layout of websites can also direct customers towards a certain product. For example, if an expensive product is placed next to a cheaper one, some visitors would buy the latter option, thinking the compromise was their own decision and a direct result of their own judgement.
Finally, engage the audience with supply and price notes across products. This will trigger customers to make a decision, as they’ll want to purchase their product before it runs out of stock or the discount period comes to an end.
(image courtesy of The Wellcome Collection website)